^I actually think fashion ads don't try to sell (of course they do); but they are more focused in creating a certain image about a brand in people's mind. And JW thinks that doing this sort of pretentious advertising people will get the idea Loewe is cool and hip (this word is super 2002, no?). And, to be honest, they are being quite successful at it.
BTW, that cat creeps the hell out of me, my gawwwd.