LOEWE has officially unveiled its Fall/Winter 2024 menswear campaign, featuring Hollywood star Daniel Craig. Known for his iconic role as James Bond, Craig takes center stage in this new campaign.
The FW24 collection showcases the works of American artist Richard Hawkins, a professor of painting and drawing at the University of California. Hawkins is renowned for blending pop-culture references with arcane themes and quotes, drawing inspiration from current celebrities, sex tourism, and Greek and Roman statuary. His work over the past three decades has focused on the male body, underpinned by literary and philosophical mythologies. This fusion of provocation and aesthetics serves as a major inspiration for the collection.
In the campaign images, Craig embodies Hawkins’ fascination with current celebrities, aligning perfectly with Jonathan Anderson’s talent for merging pop culture with LOEWE’s distinctive aesthetic.
