Passion and Uncertainty Fill Loewe 001's The Morning After


Loewe has finally released the campaign for its very first fragrance under Jonathan Anderson’s creative vision, which directly followed the maison’s Spring Summer 2017 runway debut at the end of September during Paris Fashion Week.

Emerging actors Lisa Tomaschewsky and Jonas Nay will star in the campaign, directed and shot by Alasdair McLellan. Tomaschewsky and Nay quickly garnered international fame from their roles as young protagonists in German TV espionage series Deutschland 83, which was widely acclaimed for its moving depiction of a divided Germany in 1983.

Based on award-winning advertising legend Walter Campbell’s script, ‘The Morning After’ revolves around the conversation between a man and a woman who just spent a night together. In blushing moments filled with uncertainty, possibility and nascent intimacy, the exchange unfolds upon an atmosphere of caution and uninhibited excitement.

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Shot in Barcelona, the campaign film evokes the onset of crisp beginnings and symbolizes the maison’s beginnings towards a new era for its perfume division. The scene plays out in the astonishing house of sculptor Xavier Corbero, whose architectural fantasy and beautiful union between art and nature vibes with the spirit of Loewe’s present chapter, especially with the new unveiling of 001.

The label’s bold character and contemporary ways is distilled into the fresh and well-defined 001. A duality blends from an organic extension of 001 ‘Woman’, in a lush blend of tangerine, bergamot and sandalwood, with a base of sandalwood with a jasmine and vanilla to finish. Likewise, 001 ‘Man’ combines the same top and middle notes with touch of cedar and musk. Botanical images pepper the special package design, courtesy of German photographer Karl Blossfeldt.

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