One day ahead of the house’s latest men’s presentation, LOEWE unveiled a preview of its AW2016 advertising campaign on 510 kiosks across Paris. The kiosks displayed three images by Steven Meisel featuring fashion from the collection being presented at LOEWE’s St. Sulpice home. Jonathan Anderson describes the AW2016 collection as ‘a redefinition of normality in classics.’
Worn by Jackson Wakefield and styled by Benjamin Bruno, the looks are shot against a sculpture by M/M (Paris) combining rugged rock-like formations with white iridescent sections, reflecting the character of the collection and echoing the special landscape that showcase during the presentation. In addition, the new images is now can be viewed on a billboard outside of LOEWE’s left-bank design studio, at 76 rue Bonaparte.
The original black-and-white image, from the 2016 series A Closer Look, features a contact print of a classically posed male nude, head cropped out of the frame. This campaign component, selected by Meisel, represents a reflexive self-contemplation by the photographer of his landmark body of work, which Anderson credits with "irrevocably changing the way we think about fashion, photography and advertising."