In the run-up to its SS17 show at Paris Fashion Week tomorrow morning, Loewe has debuted a preview of the collection’s accompanying campaign across hundreds of the city’s famous newspaper kiosks.
In a series of images that once more reunites creative director Jonathan Anderson with photographer Steven Meisel, supermodel Amber Valetta and inspiration taken from the British florist and author, Constance Spry, continue the designer’s vision of Loewe as being more than just fashion – rather, as “a cultural landscape”.
Speaking in an interview with 032c, published yesterday, the designer explains: “People, for me, are a function. Is that awful? I curate people as much as I curate objects. I feel like, for example, the last Loewe show was about that. You’re curating an environment where you have a lamp, a mirror, a carpet, a razor blade. It’s all about how these objects perform together. And then into that space you insert people to generate a kind of energy. That’s central to my approach.”
This energy can be felt here in Valetta attempting to orientate herself against a swirling background of rope, in a dynamic pose that seems emblematic of the alarming pace of an industry Anderson regards as being driven by an endless, repetitive “re-contextualising (of) stuff that already exists to make it relevant today.”
