LOEWE unveils its Spring-Summer 2025 pre-collection: minimalism for Grazia China

Loewe continues to explore the boundaries of minimalism and avant-garde with its Spring-Summer 2025 pre-collection, sublimated by Nashi for Grazia China. Pared-down photography and contemporary aesthetics are the order of the day.

With this new pre-collection, Loewe, under the artistic direction of Jonathan Anderson, proposes a vision of fashion imbued with lightness and sophistication. The campaign features model Nashi, photographed by Ren Haihua, in a pared-down style that perfectly reflects the brand’s DNA: simple yet bold cuts, accompanied by meticulous attention to detail.

A minimalist, contemporary aesthetic

The look featured in this campaign is a perfect example of Loewe’s masterful minimalism. Nashi wears a light dress in pink and white checks, a discreet nod to classic motifs revisited in a soft, feminine palette. The fluidity of the cut and the choice of fabrics illustrate the house’s desire to celebrate comfort while remaining elegant.

Accessorizing plays a key role in this campaign. Oversized sunglasses, adorned with refined details, add a touch of modernity that contrasts with the simplicity of the outfit. A minimalist necklace completes the look, reinforcing the idea that Loewe has mastered the art of “less is more”.

A renowned cast and creative team

For this campaign for Grazia China, Loewe called on a talented team. Ren Haihua, a photographer renowned for his artistic approach, captures the essence of the collection with a sober yet impactful aesthetic. Editing was entrusted to Cheng Lin, who added a sophisticated editorial touch, reinforcing the avant-garde dimension of this pre-collection.

The choice of Nashi as muse is part of a desire to reflect a universal, contemporary elegance that speaks to a global audience. Her confident attitude and subtle charisma perfectly embody the spirit of Loewe.

Loewe and Paris: a constant link with the fashion capital

Although this campaign is aimed at Grazia China, it has a particular resonance with the Parisian scene. Loewe, which has always had a strong presence in the French capital, continues to seduce fashion lovers with collections that resonate internationally. The Spring-Summer 2025 pre-collection is no exception, and it’s not hard to imagine these pieces being worn on the streets of Paris, from the quays of the Seine to elegant soirées.

A timeless vision of sustainable fashion

With this pre-collection, Loewe reaffirms its commitment to fashion that is both timeless and avant-garde. The choice of fabrics and cuts reflects a focus on sustainability and craftsmanship, two essential values for the company.

As we look ahead to the Spring-Summer 2025 season, Loewe reminds us that it’s possible to combine innovation and tradition, all in a modern setting that speaks to current and future generations.