‘We’re building a visual language that feels personal: confident, playful, sun- drenched, optimistic. It articulates an energy we recognize as intrinsic to LOEWE — joy, sensuality, and a modernity that feels instinctive rather than imposed.’ Jack McCollough and Lazaro Hernandez
The new LOEWE Spring Summer 2026 campaign, the first conceived by creative directors Jack McCollough and Lazaro Hernandez, is a visual expansion of the code set with the teaser images launched ahead of their debut show in October.
Shot once again by Talia Chetrit, and brought to life by a cast of up-and-coming talents – theatre and cinema actors – whose energy and auteurship, and ways to turn physical prowess and presence into an art form, mirror both LOEWE’s ethos and the collection’s joyous spirit; the campaign conveys a feeling that is at once sexy and cerebral.
There is a carnal tension to the images: the bodycon physicality, the relationship between clothing and body, the texture of both skin and leathers all jump out of the pictures, which are shot outdoors, in broad sunlight to create strong graphic shadows, but also at night. The architecture and sets are barely visible and yet telling, drawing a modernist frame across the whole campaign. What sets the images apart is a sensation of wetness: water and the sea can be perceived, on the body or in the background. The result has a taut sultriness to it.
For more information go to loewe.com
