1LOEWE SS20 CAMPAIGN Charlie Heaton steven meisel
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2LOEWE SS20 CAMPAIGN Charlie Heaton steven meisel
3LOEWE SS20 CAMPAIGN Charlie Heaton steven meisel

In the lead-up to the brand’s Spring/Summer 2020 show in Paris this week, Loewe has dropped a new campaign shot by legendary photographer Steven Meisel.

The campaign features Stranger Things actor Charlie Heaton wearing an ankle-length white tank top while in an apparent state of reverie. The long, dress-like shape of the garment and the smeared lipstick point toward a dismantling of gender stereotypes, something that is part of an ongoing conversation about genderless fashion and the new male consumer.

Also featured is an image from Meisel’s new series “A Show Of Hands,” as well as is a new accessory for SS20, a multicolored Puzzle Bag, which is handcrafted in Spain from calfskin leather and features contrasting rugby stripes.

“We chose Charlie because we like the way he can morph into different characters,” says Loewe creative director Jonathan Anderson.

Loewe has been gaining considerable cultural capital in recent few seasons, thanks in no small part to Anderson, who has helped turn the formerly stuffy Spanish fashion house into one of the world’s hottest brands.

Words by Max Grobe
Associate Fashion Editor