Wigs, buzzers, iconic fashion, and wrong answers: LOEWE’s latest film release plays on the endless confusion around its name with a one-of-a-kind spelling bee.
After a series of campaigns on how to say LO-WEH-VAY, the brand’s tongue-in-cheek exploration of its name turns to how to spell it, with Decades of Confusion. The film, directed by Ally Pankiw and written by Dan Levy, stars Levy as the exasperated judge of a national spelling bee from 1971 to present day, with Aubrey Plaza taking to the stage as an array
of characterful contestants from each era.
With the help of iconic pieces from the LOEWE archive, as well as award-winning hair stylist and ‘wig maestra’ Michelle Ceglia, Plaza is transformed from nervous first contestant with 70s curtain bangs and oversized glasses, to glamorous and bold 80s Miami style. Next, she’s a 90s Texan socialite with an Amazona bag, followed by an up-to-date fashion fan in the car-shaped dress from LOEWE’s FW22 runway.
With impromptu moments, deadpan delivery, and colourful styling, Decades of Confusion is unmistakably LOEWE.
