LOEWE introduces its Spring Summer 2027 precollection campaign, photographed by Talia Chetrit and filmed by Julian Klincewicz in Madrid. The campaign features actors Diego Calva, Victoria Luengo, and Kristine Frøseth, alongside LOEWE brand ambassador Jiang Qiming. Set throughout the Spanish capital, the project presents Jack McCollough and Lazaro Hernandez‘s evolving wardrobe through familiar urban environments, connecting the collection with the city’s everyday activity.
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Madrid provides an active setting for the campaign, with locations ranging from tiled tapas bars and grocery stalls to subway stations and modernist apartment buildings. Chetrit explores the relationship between clothing and surrounding architecture through unexpected compositions. Her photographs introduce visual connections between the collection’s colors and details found across the city.
A yellow polo shirt echoes the color of a shop shutter and the glossy exterior of a van. Orange trousers reflect the tones of balcony awnings, while window frames and mosaic walls introduce geometric references to the collection’s checked patterns. These details establish a dialogue between individual garments and the environments surrounding the cast.
Accessories receive particular attention throughout the photographs. Chetrit positions leather bags against polished counters and painted metal surfaces, emphasizing their construction and material qualities. A checked Flamenco bag introduces soft folds against a structured mosaic pattern, while red leather appears against a pale yellow shutter.
The Amazona 180 arrives in new colors and grained leather, expanding the collection’s accessory offering. Tufting and embroidery introduce additional texture to seasonal patterns. LOEWE also presents the new Flamenco Flap, featuring a supple silhouette and an interlocking metal interpretation of the line’s recognizable knots.
The ready-to-wear collection explores collegiate references and utilitarian clothing through unexpected construction techniques. Shirts incorporate sweater elements, while knitwear extends into shirting. Layered garments introduce displaced details that alter familiar proportions and encourage closer examination.
Technical suiting brings a lightweight quality to tailoring. Yarn-dyed checks and stripes appear across cotton, flannel, and performance fabrics, giving the collection graphic definition. These material choices support the relaxed character of the wardrobe while maintaining attention to individual construction details.
Chetrit photographs the cast from unusual viewpoints, incorporating low angles, tightly cropped compositions, and convex mirror distortions. Diego Calva, Victoria Luengo, Kristine Frøseth, and Jiang Qiming interact with Madrid’s architecture while wearing pieces that reflect their individual attitudes.
The styling includes a generous brown coat over green shirting, Double L Cateye sunglasses beneath blue headwear, and a purple jacket photographed against the converging lines of a sunken road.
Klincewicz develops the campaign’s atmosphere through an accompanying film featuring an electronic soundtrack by Frederick Sanchez. Rapid camera movements follow the cast through Madrid’s streets and interiors. The footage captures swinging coats, moving bags, and the physical interaction between clothing and the body. The LOEWE Spring Summer 2027 precollection arrives in stores with its first drop on November 12, 2026.
