Loewe has unveiled its 2024 perfumes campaign which stars brand ambassadors Jamie Dornan and Sophie Wilde.
The actors star in the luxury Spanish fashion house’s new film, shot by photographer David Sims, which is set in Villa Savoye, just outside of Paris in Poissy, France.
Loewe’s hero fragrances – Esencia Eau de Parfum and Agua Drop – are the key focus, as well as the brand’s new candle range Textura Collection.
The three floral scented candles – Mimosa, Tuberose, and Dendrochilum Orchid – are said to reflect the brand’s commitment to craftsmanship.
Dornan and Wilde were named ambassadors for Loewe in January and have both featured in previous Loewe campaigns, including the SS24 men’s collection and the Fall Winter 2024 pre-collection.
Loewe’s perfume campaign film starts with a shot of a topless gardener in a staple pair of the brand’s blue jeans, watering a lawn.
This then transitions with the water splashing the camera lens, moving on to Wilde elegantly walking the villa's spiral staircase.
Sophie Wilde in Loewe campaign
Wilde then enters the bathroom to find Dornan in a glass bathtub, where she finds a reclining bed alongside it, and lays down maintaining eye contact with the star.
The scenes embody “a tensity of quotidian scenes whirling together with beauty and attraction, while simultaneously straddling undercurrents of the natural world that seep in through the windows,” Loewe said in a statement.
The campaign also introduces unisex fragrance Un Paseo por Madrid Prado, which is said to be inspired by the richness of Madrid’s cultural landscape.
Loewe's first fragrance line under the creative direction of Jonathan Anderson was Loewe 001, which launched in 2016.
Since then, the brand's focus on fragrances has seen a significant rise, helping with the business’s overall growth.
In 2022, Loewe's revenue grew 37% to €626.2m and its profit increased 87% to €127.6m.
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