LOEWE takes its Fall Winter 2026 campaign to Pointe Helbronner in the Mont Blanc Massif, placing Jack McCollough and Lazaro Hernandez’s latest collection at elevations reaching 3,470 meters. Photographed by Talia Chetrit, the campaign positions the collection among ice, snow and granite peaks, where color, material and form respond to the unpredictable conditions of the Alpine setting.
FALL WINTER 2026
The campaign cast brings together LOEWE ambassadors Julia Garner and Théodore Pellerin with Lil Yachty, Laïka Blanc-Francard and Beau Gadsdon. Models Nyawurh Chuol, Carin Herven and Siegfried Blanche also appear, joined by artist Cosima von Bonin. Her work informed the Fall Winter 2026 show space and a capsule included within the collection.
McCollough and Hernandez describe the mountain environment as a place where color and shape appear sharper and almost surreal. Unpredictable weather also informed the campaign’s direction, giving the collection a sense of movement and risk. Against the snow, bright tones and textured surfaces take on greater visual intensity.
The collection includes bright yellow knitwear, plush shearling mittens, shearling coats and the new Amazona 180 in suede. Chetrit photographs these pieces with close attention to texture, proportion and surface. LOEWE’s leatherwork, knitwear and outerwear stand out against the pale surroundings, while the scale of the location gives each look a strong physical presence.
Chetrit gives particular focus to bags inspired by von Bonin’s art. Special versions of the Amazona 180, Puzzle and Flamenco draw from her lazy animal figures, floral motifs, vivid color combinations and graphic checks. LOEWE translates these references through leatherwork and its signature intarsia technique.
The cast moves through the snow in athletic poses that bring energy to the season’s sportswear references and sculptural volumes. Storm boots, Dive slingbacks, wraparound Shield sunglasses and inflatable parka jackets appear throughout the images. Their presence connects the collection to the physical conditions of the location and to the designers’ interest in pushing familiar gestures into unfamiliar territory.
Chetrit also isolates individual bags against elements of mountain architecture. These compositions place supple leather beside rigid, matte, reflective and flexible surfaces, allowing the differences in material to register clearly. The campaign continues visual motifs from earlier seasons as well. Colored ice cubes return in forms that resemble small mountain peaks, while crystalline frost covers pieces of fruit.
Weather plays an active role across the series. Snowfall and mist repeatedly change visibility, at times reducing the view to only a few meters. Chetrit uses these shifts to create images with a cinematic and slightly surreal atmosphere. High-voltage color, exact construction and forceful movement remain visible even as the environment grows softer and less defined.
