LOEWE
Arno Rafael Minkkinen’s work for Loewe transports us to a surreal volcanic landscape, where the raw power of nature pulses with the heat of lava and the rhythm of life. Inspired by Karl Blossfeldt’s studies of organic forms, Minkkinen uses the human body to transform the landscape into a living extension of Blossfeldt’s legacy. The dancers' fluid, sculptural movements become a direct embodiment of the landscape’s natural forces, blurring the line between human and earth. Through Minkkinen’s lens, light and shadow, fragility and strength, chaos and serenity collide, with every gesture speaking to a deeper connection to the land. The dancers, illuminated by the glow of the lava, appear both vulnerable and indomitable, their movements a celebration of life’s constant flux. This campaign is a mesmerizing fusion of art, nature, and fashion, where motion itself becomes a language, and Loewe’s design is woven into this elemental story.
A full 360 approach—Print, Film, Outdoor, Copywriting, BTS and Digital—creates an immersive storytelling experience.
Photographs & film Arno Rafael Minkkinen
Movement Director Stephen Galloway