On February 16, Loewe unveiled its Spring/Summer 2026 campaign. It marks the first campaign created under the direction of newly appointed creative directors Jack McCollough and Lazaro Hernandez, further developing the mood introduced in their debut show last October.
The campaign was photographed once again by Talia Chetrit. Featuring rising young actors from the worlds of theater and film, the visuals channel their energy and presence to express the collection’s brightness and sensuality.
One of the most striking elements of the campaign is the intimacy between clothing and body. Silhouettes trace the body’s lines, leather textures rest directly against the skin, and sharp shadows emerge under strong sunlight. The images convey a sense of realism so vivid that one can almost feel the air and temperature of the setting.
Heat-pressed leather jackets sculpt the body with a form-fitting, almost architectural precision. Shredded leather jeans highlight the tactile quality of the material itself. Lightly layered dresses and casually draped colorful tops move with a sense of vitality and ease.
In the still-life images, the slouchy one-handle Amazona 180 and the Emily pumps styled with contrast-color socks make an appearance. Their glossy surfaces and fluid forms command attention.
A distinct “wet” mood runs throughout the campaign. Hints of water and sea—suggested on the skin and in the background—bring both freshness and allure. The contrast between sunlight and damp textures enhances the sense of spring and summer freedom.
Speaking about the campaign, McCollough and Hernandez commented: “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.”
The Spring/Summer 2026 campaign will be featured in Loewe’s latest seasonal magazine, available in stores from February 19. The Spring/Summer 2026 collection will launch in stores and online on February 26.
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