Eye/LOEWE/Nature Heads Outdoors for Summer 2020

LOEWE‘s Spring/Summer 2020 men’s Eye/LOEWE/Nature collection seeks to escape the metropolis and seek refuge in nature. Presented with a video campaign, British actor Josh O’Connor hikes through the foothills of Japan’s Mount Fuji after evading the neon lights of Tokyo. An additional photo series features photographs by Gray Sorrenti in the same location.


“I think Eye/LOEWE/Nature shows how I see the LOEWE man: he is kind of day-to-day, but at the same time wants to experiment,” says creative director Jonathan Anderson in a statement. “In a weird way, there is a conservatism to him, but there is an eccentricity inside.”


The collection features just that — a range of technical-wear inspired by the great outdoors. It’s the kind of attire that’s appropriate for hiking but can also translate to streetwear upon returning to the city. Plus, most of the pieces are made from organic and recycled fabrics and the brand will donate 15 euros for every product sold to environmental causes.


Take a look at the campaign above now.