John Lobb x StudioXAG: Freedom of Movement

John Lobb equips its wearer for life in movement. In that spirit, we’ve created a concept for the luxury shoemakers’ Spring Summer 2023 season which celebrates the rhythm in our steps.

All of the elements included in the Spring windows were then reconfigured to create a new scene to beckon the warmth of Summer, realising one of our aims with this campaign to lower its impact on our planet.

Emulating the shifting position of the sun from one season to the next, a peeking sunrise in the first drop symbolises the anticipation of Spring. As the pieces are reconfigured, the sun rises in the sky to saturate the ground with warm tones. The shoes burst to life and are positioned dynamically amongst the cloud-like shapes.

This campaign was delivered across the UK, Europe and USA including at the brand’s Los Angeles, London and Paris boutiques.