March 28, 2024 |
“Wigs, buzzers, iconic fashion and wrong answers.” That’s the tagline for Loewe’s new, and fantastically funny short film, Decades of Confusion.
Written by Dan Levy and directed by Ally Pankiw – following a series of campaigns on how to say ‘LO-WEH-VAY’ (easy when you know, tricky when you don’t) – the Canadian duo have created a two and a half minute long comedy sketch playing with the 178-year-long confusion around both the spelling and pronunciation of the Spanish brand’s every-so-hard-to-sound-out name.
With creative direction by Jonathan Anderson himself, it centres around a flamboyant one-of-a-kind national spelling bee. The brilliantly deadpan Aubrey Plaza takes to the competition stage to attempt to spell ‘L.O.E.W.E’ while Levy himself sits at a podium before the stalls as the exasperated judge
Tongue-in-cheek scenes shift from 1971 to present day with the actors transforming into a variety of characterful contestants from each decade. Plaza starts out as a bumbling participant with ‘70s style curtain bangs and oversized glasses before changing into a high-glam girlie with a bold 1980s Miami-like look. Next, she’s a ‘90s Texan socialite and finally a jarring, self-obsessed, modern day fashion fan.
Sporting colourful Loewe pieces from the iconic Amazona bag to AW22’s viral car dress and striking wigs by award-winning hair stylist and ‘wig maestra’ Michelle Ceglia, Decades of Confusion is distinctly Loewe.
Photography courtesy of Loewe.
