Since March 6, 2025, LOEWE has been taking over Dubai’s highways with billboards that feel more like gallery walls than ads. The Spanish luxury house’s Spring Summer 2025 campaign, shot by David Sims, is now on display across the city. It’s an understated yet intimate visual story that brings the Catalonian countryside to the UAE’s buzzing roads. This is LOEWE’s summer collection, but it doesn’t scream for attention. Each billboard captures a quiet frame from a larger narrative. On one side, a model rests in a softly lit room. On the other, a close-up of a LOEWE bag styled next to a fruit bowl or perched on a wooden chair. There’s a softness to it all the palette, the styling, the posture. No headlines, no hard sells, just the LOEWE logo resting in the corner like a final signature. The campaign leans on stillness and subtlety, a reminder that in a city full of noise, calm can still cut through. The campaign has popped upon UAE's uni-poles in the first week of June.
