Loewe lifts floral expressions for spring/summer 2023

March 17, 2023

Loewe's use of the bold flower makes the campaign a fresh take on a tried-and-true aesthetic -- flowers for spring. Image credit: Loewe

By Emily Iris Degn

Spanish fashion label Loewe is encouraging consumers to stop and smell the Anthuriums per the brand’s newest campaign.

The brand is highlighting the flower among the various pieces, also playing with the idea of “illusionary moments” with the help of imaginative cuts and whimsical posing. The campaign features house ambassador and Canadian actor Taylor Russell striking confident poses, showing off the bold flower.

The eclectic collection is available online.

Fielding flowers
At the center of the campaign is the Anthurium flower, appearing in multiple pieces and imagery.

The flowers are known for their bright colors, the species shown in the campaign being called the “Painter’s Palette” due to its shape and brilliant hue. The move to include it brings a level of playfulness to the collection, as well as signals a lifted mood – one fitting for spring.

The flower’s heart shape as well fits the warmth of the collection and campaign visuals, making it especially timely as the year reaches warmer months.

The giant flower draped across Ms. Russell's chest turns her into a living representation of the plant, adding imagination to whimsy. Image credit: Loewe

Playing with the element of color, the campaign features neon shades mixed with neutrals, bringing to mind images of gardens filled with luxuriously colored flowers and earthy tones from the dirt.

Ms. Russell dons neon orange and chartreuse tops shaped like a giant Anthurium, bright scarlet shoes with chunky heels, beige shorts and flowers jutting out of printed t-shirts. The effect is light-hearted, presenting a joyful color palette and youthful fits.

A reflection on the act of posing as a form of acting and impersonating that brings to life items of clothing and accessories: the LOEWE Spring Summer 2023 women's campaign, shot by David Sims, featuring LOEWE Global Brand Ambassador Taylor Russell.#LOEWE pic.twitter.com/owfCIWl4um
— LOEWE (@LoeweOfficial) March 15, 2023

Due to this level of whimsy, the campaign is especially well-suited for younger consumers.

Like other luxury brands targeting their marketing efforts at the demographic, Loewe’s reads as being for the young or young at heart due to bright colors and imaginative clothing cuts.

The flower adornments also add another hint at youth.

Femininity is also central, as Ms. Russell’s practice of posing puts womanhood and the body in a highlighted spot. The posing rituals also adds a level of physicality to the campaign, making the images grounded in a worldliness, further emphasizing the allusions to spring and the earth.

The brand cites posing as a core piece of the campaign, putting an added emphasis on the female form. Image credit: Loewe

Together, the varying elements come together to present an imaginative look at spring; of warming weather and what it looks like for a woman to exist in those seasons. It is an exploration of youthful times of year and the feminine form.

Growing younger
It is no secret that younger consumers are taking over the luxury market.

As Gen Z and millennials increasingly gain further resources, earn more money and rise in power in their respective careers, they are getting more access to luxury goods. Luxury brands are responding by not only including them in their marketing and releases, but in centralizing them in their strategies.

From bright turquoise to neon pink, the collection features youthful shades. Image credit: Loewe

Playfulness, youthfulness and individuality are all the dominate notes in luxury at the moment, and with spring arriving – a time when brands have always tended to lighten the mood and use brighter colors – it is an especially lucrative time to play up the angle.

French fashion house Louis Vuitton is playing with proportions, platforming imagination and originality in its latest drop (see story). The brand even included dollhouse imagery, further driving home the point of youthfulness.

French fashion label Kenzo is also using lighthearted looks, recently releasing its spring-summer 2023 campaign filled with themes of childhood and adventurous summers (see story).

While the use of flowers is not a new way to advertise a spring collection, Loewe's infusion of playful feminity and the use of a young actor in the campaign places it alongside these other effective outreach initiatives to the rising youth.

Share your thoughts. Click here

Loewe lifts floral expressions for spring/summer 2023

EssilorLuxottica establishes Inclusion Committee

Hublot nods to tennis champion Novak Djokovic with custom chronograph

Louis Vuitton opens applications for biennial Watch Prize

Women now represent 13pc of global billionaire class: Altrata

Ambassador-led storytelling carries holiday campaign from Boucheron

Ginori 1735, St. Regis Hotels partner to scale branded cafe concept

Mytheresa releases quarterly results, reaches record high AOV

Erewhon to pilot pop-up juice bar in Las Vegas during F1 weekend

Audemars Piguet unveils collaboration with artist Kaws

‘Copy Nothing’ campaign defines next era at Jaguar