LOEWE unveils its Spring Summer 2026 campaign, the first conceived by creative directors Jack McCollough and Lazaro Hernandez. The images expand the visual code introduced through teaser photographs ahead of their debut show in October. Shot by Talia Chetrit, the campaign positions energy, physicality, and presence at the center of the frame.
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“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,” McCollough and Hernandez state. Their direction sets the tone for a series of images charged with movement and tension.
Chetrit photographs a cast of emerging theatre and cinema actors whose performances translate physical prowess into visual impact. Their gestures feel immediate and unfiltered. The images capture bodycon silhouettes and the dynamic relationship between garment and skin. Heat-sealed leather jackets appear sculptural under broad sunlight, while shredded leather jeans reveal tactile depth. Fluid multilayer dresses and vibrant tops drape loosely across the body, creating lines that feel spontaneous and alive.
The campaign alternates between daytime scenes defined by strong graphic shadows and nighttime settings that heighten atmosphere. Water registers subtly across surfaces, whether on skin or implied in the surrounding environment. This sensation of wetness introduces a taut sultriness that runs through the series. Architecture and sets remain minimal yet deliberate, framing the images within a modernist context without distracting from the garments.
Still-life compositions intensify the focus on materiality. The slouchy one-handle Amazona 180 bag appears as an object of soft structure, while glossy aqua shoes paired with contrasting socks hold a charged presence. Texture drives the narrative. Leather surfaces, skin, and accessories assert themselves through close attention to detail.
The Spring Summer 2026 campaign appears in the latest issue of LOEWE’s quarterly magazine, arriving in stores from February 19. The collection launches in stores and online on February 26.
