Josh O’Connor—the British actor who is best known for playing a lonely, aloof, Wales-deposited Prince Charles on Netflix’s The Crown—is the star of a funky new campaign and film for Loewe’s latest “Eye/LOEWE/Nature” collection, which is available as of today.
First, one might ask, what is Eye/LOEWE/Nature?
Loewe's creative lead Jonathan Anderson introduced the splinter a year ago, as an outdoorsy menswear (though ultimately unisex) collection complement focused on sustainability.
There's also a green philanthropic aspect involved: for every product sold, 15 euros are donated to environmental causes. That’s as good a reason as any to shop the color-blocked parkas and pants, workwear jackets, and best-in-show tie-dyed baseball caps ‘til you drop.
Also of note: pieces with Loewe’s recurring “Eye” iconography, which takes the form of a drawn hand-like shape with an ocular center. It was conceived of by the world-renowned design duo of Mathias Augustyniak and Michael Amzalag, known as M/M (Paris).
In a statement, Anderson says the Eye/LOEWE/Nature customer is “kind of day-to-day, but at the same time wants to experiment.” Think of it as something of a Loewe meets REI, then.
To visualize this new release, the designer sent Josh O’Connor and Gray Sorrenti—the daughter of photographer Mario Sorrenti and the artist Mary Frey—to Japan.
In Tokyo, the latter captured the former amongst the neon hustle and the fluorescent bustle of the world’s biggest city. Quieter vignettes are lensed in Fuji-Hakone Izu National Park, nestled in the shadow of Mount Fuji about 100 kilometers to the southwest of the megalopolis.
The collection and its accompanying imagery is pleasing and low-key—and refreshingly accessible. Smart move by Anderson; his runway collections often receive critical acclaim, but are not, as he says, “day to day.”