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Storyboard Fashion Campaigns

Loewe's Fall 2018 Lookbook is an Artful Exploration of Cinema Culture

— January 19, 2018 — Fashion
For Spring 2018, Jonathan Anderson took menswear to Salvador Dalí’s house at Cadaqués, Catalonia, and the creative direction for Fall 2018 is focused on cinematic storyboard fashion. Titled 'Le Fantastique Magicien,' the campaign is reminiscent of early cinema and the works of Georges Méliès, the French illusionist turned cinematic director and special effects guru.

The black and white photo shoot is divided into 11 parts, each one visually representing classic illusionist tricks like the 'Floating Beauty' and the 'King of Clubs.' The storyboard fashion approach is playfully immersive for the viewer since it sets the Loewe Fall 2018 men's collection into a narrative context. With its whimsical style, this menswear campaign wins over attention on account of its silent film nostalgia and mesmerizing aesthetic.
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