Stop everything. Jamie Dornan is back and he’s bringing beach bum energy with high fashion realness in Loewe’s latest campaign shot in Comporta, Portugal — a place that sounds like a cocktail but is actually a very aesthetic beach. The vibe? Sexy castaway meets high-end catalog model who just found Wi-Fi in the sand.
This campaign is part of Loewe Paula’s Ibiza collection — yes, that’s “Paula” like your cool boho aunt who sells handmade jewelry and knows her way around a tarot deck. Inspired by Paula’s boutique, which was basically Ibiza’s OG fashion mecca before influencers started showing up with drone cameras and matcha lattes.
Jamie isn’t lounging alone like a fashionable hermit crab, though. He’s joined by fellow beach babes Sophie Wilde, Giselle, and Enzo Vogrincic (who totally sounds like a Bond villain but in the best way). Together, they’re doing very important things like gazing into the distance, napping glamorously on driftwood, and making sand look like a luxury mattress.
Loewe described the campaign with the kind of poetry you’d expect from someone who’s been day-drinking rosé and reading Thoreau:
“Each subject is portrayed on the beach; the different intensities of light suggesting moments of a day en plein air…”
Translation: everyone looks hot at golden hour and Loewe is milking that sunlight like it’s a limited edition Instagram filter. There are dry branches (chic!), fences (rustic!), and bags just casually vibing in the sand like, “Yeah, I’m worth $3,000 and I don’t care if I get dusty.”
The whole shoot screams natural glam meets ‘I woke up like this’ — but with a stylist, lighting team, and probably 14 assistants just off-camera holding wind machines.
So if you’ve ever wanted to see Jamie Dornan emotionally connect with a palm frond, or a pair of sunglasses strike a more intense pose than most people on LinkedIn — this campaign is for you. Loewe’s serving luxury, light leaks, and “just found enlightenment on a sand dune” energy. And honestly? We’re into it.
