In a bold move for Loewe, the Spanish house unveils a new advertising campaign featuring Jamie Dornan and Omar Apollo. The pairing signals a modern take on menswear marketing, where charisma meets craftsmanship. Dornan, widely known for his role in the film industry, pairs with Apollo to highlight a wardrobe built for versatility and confidence. The visuals emphasize a restrained yet powerful aesthetic, with Dornan dressed in a black jacket, a sharp shirt, and clean-cut jeans that echo the collection’s minimalist vibe.
Directed by David Sims, the campaign explores how facial expressions, gestures, and posture can convey mood and sensation without overt dialogue. It’s a study in quiet storytelling, where every stance speaks volumes and every detail matters. Loewe describes this season as a deliberate shift toward storytelling through silence, using expressive restraint to evoke a palpable reality that feels both intimate and cinematic.
The campaign also pays homage to Julien Nguyen, the artist who inspired the collection, underscoring Loewe’s fascination with the echoes of classical masters. The line features an array of accessories and footwear that reinforce the brand’s signature mix of luxury and practicality. Standout items include the Puzzle Fold tote, which blends clever construction with wearable chic, Terra Chelsea boots that nod to rugged sophistication, and a range of derbies that strike a balance between refinement and edge.
Jamie Dornan’s involvement in this campaign marks another chapter in his collaboration with Loewe, a relationship noted for its emphasis on timeless silhouettes and modern functionality. The visual narrative reframes his screen persona into a contemporary style statement, where clothing acts as a language of its own. The campaign exudes a confidence that appeals to a broad audience, from fashion enthusiasts to everyday shoppers seeking elevated basics with a premium feel.
Beyond the surface of the outfits, the campaign invites viewers to consider how light, texture, and fabric choices contribute to the overall mood. Matte finishes, subtle sheen, and careful tailoring work together to create images that feel both accessible and aspirational. In this light, Loewe’s collection becomes less about trend chasing and more about enduring style, curated for those who value craft and a refined sense of proportion.
As the campaign debuts, consumers are invited to explore how these pieces can be integrated into existing wardrobes. The emphasis on versatile pieces means the same jackets, boots, and bags can transition from day to night, from casual settings to more polished environments. Loewe’s approach remains grounded in practicality while allowing for personal expression through texture, fit, and the specifics of each accessory.
In summary, the new Loewe menswear campaign showcases a refined blend of restraint and presence. With Dornan and Apollo at the forefront, the visuals celebrate quiet confidence, thoughtful design, and the subtle power of well-made garments. The homage to Julien Nguyen anchors the collection in a lineage of artistic influence, while the range of bags and footwear reinforces the idea that luxury can be useful, stylish, and enduring in equal measure.