LOEWE introduces its Fall Winter 2026 precollection campaign through imagery that photographer Talia Chetrit captured on the volcanic island of Tenerife. The campaign develops the vital, sensual language that creative directors Lazaro Hernandez and Jack McCollough shape for the Spanish House.
AD CAMPAIGNS
Chetrit applies her signature mix of perspectives from above, below, close-up, and afar throughout the series. Several images position the strong colors of the collection against the jagged rocks, lush hillsides, and Atlantic waves of the island. Sharp lines of coastal architecture and the unexpected geometries of stacked sun loungers frame other shots. Still life compositions deepen the fluid, succulent visual vocabulary of the debut campaign from Jack and Lazaro. These compositions feature colored ice cubes, dripping honey, plump bananas, and the spilt seeds of a passion fruit.
The campaign cast includes Eva Victor, Levon Hawke, Seydou Sarr, and LOEWE brand ambassador Isla Johnston. They appear insouciant and assured in the imagery. The cast members wear the vivid textures and color statements with poise while standing at the shoreline, sitting on steps, or reclining across loungers. They layer clothing in bold contrasts, unbuttoning, unbuckling, and draping pieces over bare skin. Signature leather features prominently across trousers, coats, and butter-soft cropped shorts.
The collection views sportswear through an experimental LOEWE lens while retaining an athletic edge. This selection includes anoraks, Grip sneakers, and wraparound Speed Shield sunglasses. Stripes convey rhythm across shirts, shorts, and Origami shoes. Knitted outerwear collars balance precise construction with tactile depth.
Bags appear as design objects in both the main shots and the still life pictures. The collection introduces the slouchy one-handle Amazona 180 in a medium size for women and an XL size for men. This design sits alongside the Layer Flamenco clutch, the new Scarf bag, and the neat mini Cala bag. Each item represents a distillation of shape engineering, crafted materiality, and LOEWE’s leather excellence.
Creative directors Jack and Lazaro state that this campaign continues their exploration of craft at LOEWE as a rigorous yet joyful act. They felt a draw to the elemental energy, vigor, and drama of Tenerife. They note that the ancient volcanic environment sharpens senses and instincts, mimicking their own philosophy regarding the creation and wear of clothing. The Fall Winter 2026 precollection arrives in retail stores and online on May 28.
