LOEWE Unveils New Campaign Ahead of Creative Directors' Debut

Image via LOEWE

Loewe’s new campaign offers a vibrant and sensual preview of the brand’s upcoming direction under Jack McCollough and Lazaro Hernandez. The colourful, intimate imagery hints at a fresh chapter that blends craftsmanship, optimism, and bold creativity.

Loewe has introduced a vibrant and evocative campaign, offering a glimpse into the creative direction of its new artistic leaders, Jack McCollough and Lazaro Hernandez. The duo, renowned for founding Proenza Schouler, are set to present their inaugural collection for the Spanish luxury house on October 3rd during Paris Fashion Week.

Captured by American photographer Talia Chetrit, known for her exploration of intimacy and identity, the campaign features a diverse cast including Erin Kellyman, Eva Victor, Isla Johnston, Lewis Gribben, Megan Northam, Théodore Pellerin, and Orlando Norman. The imagery is characterized by bright, high-contrast visuals, showcasing Loewe's iconic pieces such as the Flamenco bag.

In a statement, McCollough and Hernandez described the campaign as "an inaugural gesture, the beginning of a new dialogue," aiming to define a tone, spirit, and intention that reflects vitality, tactile craftsmanship, and a sensual luminosity rooted in the brand's Spanish heritage. They emphasized the optimism and personal spirit infused into the campaign, signaling a fresh chapter for Loewe.

This campaign not only teases the upcoming collection but also sets the stage for Loewe's evolution under its new creative leadership. As anticipation builds for the runway presentation, we eagerly await to see how McCollough and Hernandez will shape the future of the brand.