Loewe 2024 Spring/Summer Men’s Collection advertisement, starring Golden Globe-nominated actor and newly appointed global brand ambassador Jamie Dornan, as well as singer-songwriter Omar Apollo. The campaign was shot by renowned photographer David Sims, capturing the fleeting moments of performance and showcasing the attitudes and postures of the characters within the space. The campaign amplifies subtle details and exaggerates them, creating a seemingly simple yet extraordinary effect.
David Sims captured a moment of their performance in front of the camera. Jamie Dornan is in an indescribable environment that resembles a studio, sometimes leaning on a leather chair, sometimes leaning against a wall, or sitting on a ladder. It seems like he is auditioning, and the atmosphere is a bit melancholic and heavy. The camera turns, and Omar Apollo performs with a microphone in his hand on a round stage with light bulbs, or enters a sparkling room.
Time freezes like an intimate conversation, and the raw emotions of unadorned performances come to life. The leather goods, knits, and shimmering costumes on the main characters may seem oddly ordinary, but the material textures are strong and distinct. Coupled with accessories that highlight the characters’ personalities and attitudes, each still-life photo seems to overflow with dynamism.
