LOEWE AW2011 ad campaign is strong, sensual and passionate!!!
She returns in the form of Mariacarla Boscono with a more gentler and intimate context for Loewe’s ready to wear and leather accessories. The campaign was shot in the century-old landmark Ritz Hotel in Madrid. Shooting the campaign were Mert Alas and Marcus Piggott, who have demonstrated their instinct for narrative in fashion photography with a series of images that read like stills from a glamorous movie. Working alongside Mert and Marcus were their trusted collaborators Paul Hanlon and Pieroni on hair and make-up respectively.The shots were not cropped and left the background details like the bedside lamps giving a sense of place and character. It didn't austere the distance you sometimes see in fashion photography and it creates a more authentic and with a more human level of contact, it gives the imagery a softness of touch that resonates with the tactile nature of Loewe leather.Said Loewe’s creative director Stuart Vevers.
The art director of the campaign was stylist and editor Katie Grand. ‘We felt it was really important that it took place somewhere iconically Spanish,’ she says. ‘We had considered shooting on the southern coast, but the shoot was scheduled for March – not the best time for the beach. Once we’d decided on the Ritz we moved heaven and earth to make it happen; it was the perfect location, what with its glamorous history and its connection to Loewe.’
The Spanish model Andrés Velencoso also features, introducing a sense of intrigue around the relationship between his character and that of Mariacarla: both are seen in the same hotel room, but never at the same time. The use of motion blur around the lamps draws attention to the presence of a watching eye, giving the campaign a voyeuristic edge.
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