Fumiko Imano’s Fictional Twin Stars In Loewe’s Latest Campaign

Fumiko Imano, the Japanese artist famed for her doubled self-portraits, features twice in the latest campaign for Spanish fashion house, Loewe. 

With a 35mm camera, glue, and scissors, Imano places her second self in photographs in what was initially an attempt to alleviate the loneliness that her diasporic upbringing engendered. In WE OUI published by Little Big Man Books, Imano explains the origins of her twin: “I enjoyed making child like twins to make my life better. I thought: ‘If I have a twin sister, I won’t be lonely, and I will be happy living in any environment together.’” In the Autumn 2018 campaign for Loewe, the two Imanos team up with Liya Kebede in an ’80s hotel lobby fit with dark wood and brass fittings. This series marks Imano’s second collaboration with Loewe, the end of 2017 saw her team with Jonathan Anderson to create a limited edition photobook for Loewe’s Spring 2018 collection—featuring, of course, her and her illusory twin.