On March 24, LVMH Moët Hennessy Louis Vuitton announced that Jack McCollough and Lazaro Hernandez, the designer duo behind Proenza Schouler, have been appointed as the new creative directors of Loewe, the storied Spanish brand under the LVMH umbrella. Their tenure will begin on April 7, 2025, succeeding Jonathan Anderson, and they will oversee the brand’s entire creative direction across all categories.
McCollough and Hernandez are best known as the co-founders of Proenza Schouler, a New York-based brand they launched in 2002 while still students at Parsons School of Design. Their senior thesis collection was famously bought by Barneys New York, instantly propelling the brand into the fashion spotlight. The name “Proenza Schouler” was inspired by their mothers’ maiden names.
Through Proenza Schouler, the pair have consistently presented collections that combine the functionality of American sportswear with the refined sensibility of European couture, reflecting a modern and culturally attuned aesthetic. The PS1 bag, introduced in 2008, became an iconic “It” bag and helped solidify the brand’s popularity. Their designs often reflect influences from contemporary art, music, and film, resulting in a uniquely expressive creative identity.
Having stepped down from their roles as creative directors at Proenza Schouler in January of this year, the duo will now shift their full focus to Loewe. They remain on the board of Proenza Schouler and are currently working alongside CEO Shira Suveyke Snyder to identify a new creative leader for the brand.
Commenting on the appointment, Sidney Toledano, Chairman of LVMH Fashion Group, stated: “Their eclectic creativity and dedication to craft make them a natural choice to build the next chapter for Loewe.”
In their joint statement, McCollough and Hernandez said: “We are incredibly honoured to join LOEWE, a House whose values and mission align closely with our own. We look forward to working alongside its extraordinary teams and artisans, whose talent—under the exceptional creative direction of Jonathan Anderson—has shaped LOEWE into the cultural force it is today.”
Jonathan Anderson, who led Loewe for 11 years, elevated the brand to international prominence through his distinctive aesthetic, which bridges craftsmanship, contemporary art, and culture. Under his leadership, Loewe underwent a remarkable transformation and is estimated to have exceeded $1.5 billion in annual revenue. Anderson is widely expected to assume a creative leadership role at Dior, another key house within the LVMH portfolio, and this announcement is seen as a strategic step in that direction.
LVMH is currently undergoing a broad reassessment of its creative leadership across several of its major fashion houses, including Givenchy, Fendi, and Dior, in an effort to reignite growth in the post-pandemic era. However, challenges remain in the form of economic slowdown in key markets like China, global political instability, and inflation-related declines in consumer spending.
Despite these headwinds, Loewe continues to earn widespread acclaim for its unwavering commitment to craftsmanship and its active involvement in global cultural initiatives. The Loewe Craft Prize and exhibitions at events such as Milan’s Salone del Mobile have cemented the brand’s reputation as a leader in cultural storytelling and artistic innovation.
Spanish heritage, Parisian luxury, and global culture—how these elements will be reimagined under the vision of the American designer duo leading this new era remains to be seen. As of now, the timing of their debut collection has not yet been announced.
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