Eva Victor fronts the campaign for the brand’s most artful drop yet.
If perfume were an art form, LOEWE would be the gallery — and its new Crafted Collection is a masterclass in scent minimalism with maximal payoff.
Fronted by Sorry, Baby star Eva Victor, the campaign marks the first under LOEWE Perfumes’ new creative directors Jack McCollough and Lazaro Hernandez. The vibe? A little surreal, a little sensual — exactly what we’d expect from a label that treats fragrance like fine craft. Shot by Tim Elkaim, the visuals blur nature, art, and scent into one beautifully strange fantasy.
The Crafted Collection itself spotlights three new perfumes, each built around a single, obsessive note — but with LOEWE’s signature twist:
Bittersweet Oud — the rich, resinous oud you know, but tangled up with bitter orange and sandalwood for a modern edge.
Iris Root — powdery, poetic, and gently spiked with timut pepper and angelica seed.
Roasted Vanilla — a rebel gourmand that swaps sugar for smoke, blending woody cognac and pink pepper into something addictive and grown.
Each scent comes bottled in a handblown glass vessel, because of course it does — this is LOEWE we’re talking about. Every detail, from the sculptural silhouette to the way light hits the liquid, feels intentional, expensive, and maybe even a little cinematic.
Retailing at $485 USD each, the collection is available now on LOEWE’s website — for those who think of perfume as wearable art (and aren’t afraid of a little indulgence).
