When it comes to high fashion, ‘fun’ hasn’t always been the most natural descriptor. ‘Elegant’, maybe; ‘cool’, perhaps; ‘covetable’, most definitely. But ‘fun’? It’s not inherently been a byword for style – until now.
A new trend for witty pieces and light-hearted campaigns has emerged among designers, arriving just in time for summer, a traditionally more relaxed, laid-back season. It's fitting that , known for its tongue-in-cheek designs (think trompe-l'œil heels with a nail varnish bottle in place of a stiletto, for example) is leading the charge. The brand’s latest sees actors – ’s with national treasure Lesley Manville – posing in a kitsch model village.
This comes just weeks after the brand in the form of expert Steven Moore, who appears in a Loewe video toting a jewel-studded asparagus tureen bag from the Fall Winter 2024 collection. The bag is based on 18 century porcelain designs – the kind you’re likely to see if you ever tune in to the BBC classic – which served as the inspiration for creative director . The campaign comes hot on the heels of the brand’s , starring Aubrey Plaza and Dan Levy, that pokes fun at Loewe’s often mispronounced name, ironically titled ‘Decades of Confusion’.
And those witty, counter-culture you’re seeing everywhere right now? The style in hottest demand, made a bestseller by Zendaya, is one emblazoned with , which is from – yep, you’ve guessed it – Loewe. Other designers have followe.