Jack McCollough and Lazaro Hernandez Unveil Their First Loewe Campaign for Spring/Summer 2026
The sun-drenched visuals introduce a confident, sensual, and modern visual language for the Spanish house.
Summary
- LOEWE has revealed its Spring/Summer 2026 campaign, the first under the creative direction of Jack McCollough and Lazaro Hernandez
- Shot by American photographer Talia Chetrit, the images expand on the visual codes introduced ahead of the duo’s debut show last October
- The collection is launching in stores and online on February 26
A new era of LOEWE is officially underway. Today, the Spanish luxury house unveiled its Spring/Summer 2026 campaign, marking the first full visual statement from creative directors Jack McCollough and Lazaro Hernandez since succeeding Jonathan Anderson. Described by the design duo as “confident, playful, sun-drenched, optimistic,” the campaign establishes a fresh, highly tactile visual language that is both sensual and inherently modern.
Photographed by Talia Chetrit, the campaign utilizes both harsh daylight and humid nocturnal settings to create a strong interplay between graphic shadow and volume. The imagery is anchored by a persistent sensation of wetness—whether through subtle references to the sea, glistening skin, or damp hair—which lends the photographs a taut, carnal tension. “It articulates an energy we recognize as intrinsic to LOEWE—joy, sensuality, and a modernity that feels instinctive rather than imposed,” McCollough and Hernandez shared in a statement.
To bring this vision to life, the house tapped a diverse cast of rising cult actors, including Talia Ryder, Isla Johnston, Chen Duling, True Whitaker, and Beau Gadsdon. The performers use dynamic, almost choreographic poses to highlight the dynamic relationship between the garments and the body.
The wardrobe itself is a masterclass in texture and form. The images highlight sculptural heat-sealed leather jackets, shredded leather jeans that reveal their raw tactility, and fluid, brightly colored multilayer dresses. The accessories also take center stage, vibrating with tangible eroticism in the still-life shots. Highlights include the new Amazona 180—a slouchy, chic reinterpretation of the heritage bag celebrating the brand’s 180th anniversary—and glossy aqua shoes playfully styled with contrasting socks.
The SS26 campaign makes its print debut in the newest issue of LOEWE’s quarterly magazine, arriving in stores today, February 19. The highly anticipated SS26 collection will officially land in boutiques globally and online on February 26.
