Loewe Takes British Actor Josh O’Connor Camping Near Mount Fuji

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Showcasing its new outdoor range

This is one almighty setting – the Fuji-Hakone Izu National Park in Japan, with its misty valleys, ancient bamboo groves, lush cedar trees, and the shape of Mount Fuji in the distance. If you’re a photographer like Gray Sorrenti, and you’ve been assigned to fly there by Loewe to snap its latest outdoor-adventure collection, modelled by British actor Josh O’Connor, then surely every image will be packed with drama and mysticism.

O’Connor is, of course, best known for playing a lonely, aloof Prince Charles in The Crown on Netflix, but he also appeared in a movie, God’s Own Country, which earned him a British Independent Film Award for Best Actor. Here, his role is ‘Loewe man’, tasked with modelling the new Eye/LOEWE/Nature spring-summer collection.

As the brand’s creative director, Jonathan Anderson, says, “I think Eye/LOEWE/Nature shows how I see the Loewe man: he is kind of day-to-day, but at the same time wants to experiment. In a weird way, there’s a conservatism to him, but there’s an eccentricity inside.”

This duality of character is reflected in the locations of Gray’s photographs, where the Loewe man escapes Tokyo’s thickets of neon and noise to find solace in the forests and rivers close to Mount Fuji. Here he camps overnight after canoeing Lake Aishi.

Many pieces within Eye/LOEWE/Nature feature a variety of organic and recycled fabrics, and as such the collection acts a laboratory for the brand to explore more sustainable practices. For every product sold, Loewe will donate 15 Euros to environmental causes.

And what products they are, with pullover parkas, durable workwear jackets, polo shirts and a new range of organic cotton T-shirts, with watercolour prints of landscapes. Fleece composed of recycled polyester and cotton features earthy tones, while a vivid purple and a psychedelic multicolour print line long waterproof parkas, and form the body of trousers, shorts and sweaters.

Striped T-shirts adorned with the line’s ‘Eye’ signifier, designed by M/M (Paris), and seven-pocket cargo trousers complete the collection. Discover the Loewe store in Dubai Mall.


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