You’ve seen the new Loewe ads starring Gisele Bündchen, right? Well, you have now. She posed for Inez van Lamsweerde & Vinoodh Matadin in a very flamenco way, showing off her long arms. Loewe’s creative director Stuart Vevers shed some light into the thought process behind the shoot and Modelinia had a minute to think about it.
“An intimate connection between the viewer and Gisele was important, with strong eye contact.”
Check. Totally accomplished. Just look at those deep eyes.
“We wanted it to really feel like the bags belonged to Gisele, so we kept silhouettes and poses natural, focusing on our most iconic shapes and expressing the softness, ease, and high quality of the leather goods.”
Half check. We wouldn’t necessarily pose with our bags like that, but then again we’re not Gisele.
“We wanted Gisele to look beautiful and mysterious, and for the viewer to wonder what is happening in this opulent, sparse Spanish apartment! Shot from unexpected angles with a twisted perspective, she is sometimes bold, sometimes provocative, with a taste for luxury but also for the unexpected, as carefully measured amounts of flesh peep out from a signature leather trench or huge cashmere scarf. Bold hand gestures and flourishes of the arms lend a strong twist, recalling authentic, sensual Spanish dance.”
Double check. We were already wishing we could see more of the location, and Stuart’s right on with the evocative and odd poses that Gisele’s embodying. Flamenco? Hello! Just look at her hand position in the picture below!
“Gisele represents perfectly the Loewe woman, modern, strong, cool and sexy—balancing polish with ease. For this campaign we wanted to focus on the soul and heritage of the house, presented in a rich and modern way.”
Final check! Modelinia stamp of approval!
