Ahead of its Men’s SS24 presentation hosted in Paris at 12pm CET on 24th June and streamed live on its website, LOEWE released a beautiful short film shot by superstar director and Jonathan Anderson’s long-term collaborator Luca Guadagnino.

 The piece, titled I Dreamt of LOEWE was filmed at David Zwirner’s NY gallery and features models Andrea Isidori, Elliott McDean, Malick Anderson, Bruno Krahl and Adrians Smats interacting with Franz West’s dramatic installations. The 2010 Echolalia works of the Austrian artist Franz West were on view at the gallery earlier this year (9th March – 15th April 2023) and the campaign coincides with this historical presentation.

“By playfully manipulating everyday materials and imagery through novel means, West created objects that served to redefine art as a social experience, calling attention to the ways in which art is presented to the public, and how viewers interact with works of art and with each other.”

The three-minute film by the Italian master can be seen below and showcases the pastel palette collection in a choreography of models wearing sunglasses, bags and with close-up on shoes and suitcases. Stunning!

“Completed only two years before the artist’s death, Echolalia consists of seven colorful, larger-than-life sculptures that seem to stand slightly off-balance, interspersed with two cushioned divans and an armchair. The work’s title—which refers to the repetition of words and sounds made by young children when learning to talk—was inspired by the artist’s son, who at the time of its creation was three years old and brought his own, distinct perspective to his father’s oversized works while also pointing to the playfully abstract idiom of West’s multipart sculpture.”

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