Loewe’s Spring Summer 2020 Campaign Provides Some Much Needed Calm In This World

Peace out.

Text by Hayley Morgan

Captured by incredible self-portrait artists and frequent Loewe collaborator Fumiko Imano, Loewe’s brand new Spring Summer 2020 campaign exists, in my mind, for one real reason: to remind us what calm feels like.

Starring Kaia Gerber, as well as Fumiko and her fictional twin, the campaign is shot on the grounds of Isamu Noguchi’s Peace Garden — aka where I wish I was. The collection, which does not stray from Loewe’s signature blend of flow and structure, business and leisure, sophistication and comfort, feels at one with Isamu’s focused lawn.

Breathe in, breathe out, and explore below.

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The new #LOEWESS20 womenswear publication sees Fumiko Imano photograph herself and Kaia Gerber in the grounds of Isamu Noguchi’s Peace Garden. Through the eyes of Fumiko Imano, the eccentric Japanese artist who cuts and pastes medium-format film to magic herself up an imaginary twin, Noguchi’s garden doubles up as a Kabuki theatre stage. Fumiko and her twin are transformed into aragoto villains, while Kaia, with a hairstyle reminiscent of the era Noguchi’s garden was built, plays the naïf. Featuring @KaiaGerber Photography @FumikoImano Creative direction @Jonathan.Anderson and @MMparisdotcom Styling @BenjaminBruno_ Make-up @PatMcGrathReal Hair Simone Mason Production @HolmesProduction Casting @AshleyBrokaw #LOEWE

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View this post on Instagram

The new #LOEWESS20 womenswear publication sees Fumiko Imano photograph herself and Kaia Gerber in the grounds of Isamu Noguchi’s Peace Garden. Through the eyes of Fumiko Imano, the eccentric Japanese artist who cuts and pastes medium-format film to magic herself up an imaginary twin, Noguchi’s garden doubles up as a Kabuki theatre stage. But the idea isn’t as far-fetched as it might first appear—with its day-long programs and elaborate costumes, kabuki is intended as an escape from the everyday world too. Fumiko and her twin are transformed into aragoto villains, while Kaia, with a hairstyle reminiscent of the era Noguchi’s garden was built, plays the naïf. Featuring @KaiaGerber Photography @FumikoImano Creative direction @Jonathan.Anderson and @MMparisdotcom Styling @BenjaminBruno_ Make-up @PatMcGrathReal Hair Simone Mason Production @HolmesProduction Casting @AshleyBrokaw #LOEWE

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