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LOEWE’s “Eye/LOEWE/Nature” collection returned in its fifth iteration for Spring/Summer 2021, debuting with a campaign featuring the actor Josh O’Connor. Shot by the photographer Gray Sorrenti in the sunny desert landscape of Baja California, Mexico, O’Connor was captured on an action-packed solo adventure sporting the newest pieces, putting a focus on the connections between man and nature.
Placing the environment at the forefront of the season, LOEWE explored the great outdoors through a lens of responsibility—garments have been produced utilizing methods of recycling and upcycling in a mission to be as sustainable as possible. Existing materials like vintage Mexican carpets, parachutes, and t-shirts were reassembled into new designs, while garments using new materials like cotton and linen have been created using organic fabrications.
There were influences from workwear and vintage styles present, created with an aged, distressed look, like a backpack made from multiple camouflage prints and a bum bag in army green nylon. The collection’s outdoorsy ethos was reinforced in pops of bright colors mixed with earthy tones and an adventurous attitude—executed through loose silhouettes meant for easy movement, like patchwork trousers, striped t-shirts made from cuttings of old fabric, and lightweight parkas with nautical fastenings.
For the launch, LOEWE has also joined forces with nonprofit Fundación Global Nature, giving a portion of proceeds from every product sold to the “A CASA for birds” project, helping rebuild semi-natural habitats for endangered species.