LOEWE Perfumes presents a new campaign shaped by the varied terrain of Spain, tracing each fragrance back to its botanical and elemental source. The project builds on the LOEWE Landscape collection, where scent connects directly to place. Photographer Peter Jordanov and videographer Marc Dimitrov document locations across the Canary Islands, framing each environment through the translucent, block-shaped flask that defines the collection.
CAMPAIGNS
The campaign opens with LOEWE Aire Sutileza Elixir, the newest addition to the Elixir family. The fragrance carries floral and musky notes, layered with pear, bergamot, and lemon. The visuals position the scent within a field of wildflowers in bloom, where color and light echo its composition. LOEWE Esencia Elixir follows with an aromatic and woody profile, set against expansive mountain terrain.
LOEWE Solo Ella Elixir appears within a horizon shaped by late sunlight, where the scene captures the quiet shift that follows a long, sun-exposed day. Its floral composition aligns with this softened light. LOEWE 001 Woman takes form through white rock formations shaped over time, connecting the fragrance to clean, mineral surfaces.
LOEWE Earth draws from what lies beneath the surface, with ambery and musky notes tied to layers of burnt soil. The imagery reflects this through exposed strata, where the land reveals its internal structure. LOEWE 7 Elixir turns toward less defined terrain, presenting a setting that suggests distance and uncertainty.
The campaign extends this approach through LOEWE Home Scents candles, each built around a single botanical note. The candles sit within natural surroundings, placed among rocks, sand, flowers, or vegetation.
Across the project, LOEWE Perfumes constructs a clear relationship between fragrance and environment. Scent aligns with specific terrain through visual context, with the campaign focusing on material, light, and location to define its composition through the physical qualities of the land.
