LOEWE presents a new campaign starring the member of the globally acclaimed group aespa and LOEWE Brand Ambassador, GISELLE, captured in moments of contemplation an urban backdrop.
The imagery, shot by Johnny Dufort and filmed by Jack Webb, moves between quiet interiors and modern architecture of a metropolis, creating a balance between calm and dynamism mirroring the duality of a performer constantly in motion. Whether paused in a moment of repose, the new Puzzle Panta bag resting on her lap, or caught walking through city landscapes, GISELLE radiates authenticity and calm self-awareness.
The singer wears pieces from the Spring Summer 2026 precollection. An extension of the Panta animation, inspired by LOEWE’s iconic boots, translates the language of denim into leather; signature bags including the Puzzle and Flamenco are reimagined with visible stitching, rivets, and other jeans-inspired finishes. GISELLE also wears the Hammock Flip: a soft reinterpretation of the classic Hammock in a new shoulder-carry form, its stitched and turned construction offering attitude and pragmatism. Its adjustable handles allow it to be ‘flipped’ between a carry-all and crossbody hobo bag, ensuring endless versatility.
Among the still lifes are GISELLE’s own personal items she brought on set: beaded bracelets and a chunk of obsidian charged by moonlight. Each object is imbued with the singer’s energy, speaking to the rituals and rhythms that keep her grounded. Through these details, the campaign reveals a dynamic artist who is always searching for balance amidst the demands of a performer’s life – an outer confidence matched by inward reflection and resilience.
GISELLE says: ‘Working with LOEWE is such an honour and something I am forever grateful for. The brand has taught me a lot about not only fashion but the mind as well. LOEWE using craft and colours to portray art has inspired me in so many ways physically and spiritually. I hope to be able to walk the gifted path of art alongside LOEWE for a long time. This campaign is another dream come true for me.’
LOEWE
Shop 310-312, 3/F
