LOEWE and Luca Guadagnino’s new short film is a fashion fever dream
Dreams are unpredictable. They can range from flying across cityscapes to finding yourself naked in front of an audience, or perhaps the worst of them all, helplessly feeling all of your teeth fall out – leading to a frantic race to a mirror to ensure your pearly whites are all in-tact. Still, lower down on the list of frequent dreams is having a private viewing of a luxury brand’s upcoming collection, which is exactly the premise behind LOEWE’s latest short film.
Appropriately titled I Dreamt of LOEWE, the film sees the brand’s creative director Jonathan Anderson link up with frequent collaborator and cinema icon Luca Guadagnino, who directs the flick. The two-minute film is set at David Zwirmer New York amidst the gallery’s recent exhibition featuring Echolalia, 2010 by Austrian artist Franz West. ‘I Dreamt of LOEWE’ stars models Andrea Isidori, Elliott McDean, Malick Anderson, Bruno Krahl, and Adrians Smats.
The film begins with Isidori sleeping on a sofa, before being transported to an otherworldly, psychedelia tinged dream surrounded by West’s colourful, imposing sculptures. Eventually, new characters appear dressed in the SS24 runway collection, and bass pumping music begins filling the room. Models populate the room hitting uncanny poses, rocking crystal-embellished glasses and doused in elongated silhouettes, while the dream closes showcasing a selection of leather handbags.
Guadagnino is no stranger to the fashion world; the Italian director has worked on projects with brands including Dior, Fendi and Jil Sander, collaborated with Valentino’s creative director Pierpaolo Piccioli on the short film The Staggering Girl in 2019, and directed Salvatore: Shoemaker of Dreams in 2020, a documentary about the Italian shoemaker’s life. He also previously collaborated with LOEWE, appearing in the brand’s SS23 pre-collection alongside Chloë Savigny and Taylor Russell, who starred in his most recent film Bones and All.
