Fragrance campaigns have become pretty formulaic and long gone are the days of Carmen Kass‘ iconic Christian Dior campaign and Sophie Dahl‘s legendary and controversial campaign for Yves Saint Laurent. Over recent years, less has always been more and Loewe keeps the trend going with the unveiling of its latest fragrance advertising campaign. Forum favorite Kris Grikaite stars in the striking campaign for Loewe’s Aura scent with the Russian model dripping in gold while posing before a clean white backdrop for the Craig McDean-lensed image.
For the majority of our forum members, the campaign hit all the right notes. “This is really quite impressive as a beauty shot. Perfume campaigns have become so literal and corny so I reckon it’s a winner. Very much into what Loewe is about right now,” praised Benn98.
“Now this is great, I love when they do fun, creative beauty shots for campaigns,” heralded FashionMuseDior.
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“I love this, purely for how it doesn’t fail to make an impact, even though it does feel more beauty shot as opposed to a fragrance campaign. Something dynamic and visually-arresting like this is a welcome change from the likes of Jennifer Lawrence’s pedestrian Joy by Dior campaigns,” voiced vogue28.
Sharing the same enthusiasm was Joromana: “I love how beautiful this is. I don’t get it as an ad for a fragrance, especially for a brand like Loewe. But as a stand-alone image, it’s quite beautiful and always happy to see Kris Grikaite in anything.”
Although not everyone was happy. “The lens and angle used offer no visual interest. All I see here is a run-of-the-mill beauty shot. The makeup is wild so why not use that as inspiration for the photography?” questioned GivenchyHomme.
“Has a chemical plant exploded? Because Kris looks like she’s just survived a disaster. Looking at the picture gives me uncomfortable chills,” stated Royal-Galliano.
Like what you see? Share your thoughts on Loewe’s latest and join the conversation here.