Autorin: Yvonne Heinen-FoudehEven in the high-end market, the sky is no longer the limit. The luxury market as well is under pressure and affected by the signs of crisis. – Let’s rather call it change, as this time there are many indications for a sustained development. Currently, brands in the top segment are responding primarily with creativity and strong communication. FASHION TODAY has compiled some insights into the summer campaigns.
Reminiscences to sailing sport, ease and elevation define the styles. Elitist nonchalance a la Blanchett / Paltrow and Law / Damon in Anthony Mingella’s movie “The Talented Mr. Ripley” from 1999 – typical insignias in the top fashion segment for a vibrant summer.
Luxury houses of European coinage lend their summer cruise and capsule collections downright cultural relevance. Artful storytelling to prevent dull mid-seasons. Creativity leveraged to build agile bridges between the main sales periods. Completing an immersive approach to summer – corresponding accessories, may it be silk carrés & scarfs, beach towels, fancy eyewear & headgear, sandals & sacks or other leather goods like the iconic bags – make essential part of deluxe brand offerings.
Loewe’s summer capsule collection 2025 - color shades grounded in nature for garments & accessories. Perfect location for the campaign sceneries, in regards to light and shadow: Comporta, fishing village at Portugal’s Alentejo coast, captured by American fashion photographer Gray Sorrenti. ©LOEWE
