Loewe has released a teaser campaign for its upcoming Spring 2026 collection, marking a significant new phase for the brand under the creative direction of Jack McCollough and Lazaro Hernandez, the celebrated duo also known for their work at Proenza Schouler. The campaign, photographed by fine art photographer Talia Chetrit, features a cast of emerging actors in a tranquil swimming pool setting.
The visuals are characterized by vibrant colors and subtle references to Loewe's signature Flamenco bag, signaling an evolution in the brand's aesthetic. McCollough and Hernandez stated that the campaign is a deliberate effort to establish a unique tone and spirit, highlighting a tactile sensibility grounded in craftsmanship, the brand's Spanish heritage, and a personal sense of optimism. This initial preview offers a compelling glimpse into the direction the house will take under their leadership.
The full collection is scheduled to be revealed on October 3, 2025, during Paris Fashion Week. The campaign's casting includes actors such as Erin Kellyman, Eva Victor, Isla Johnston, Lewis Gribben, Megan Northam, Orlando Norman, and Théodore Pellerin, reflecting a conscious decision to spotlight new talent and fresh beginnings. McCollough and Hernandez commented that these individuals embody a "fresh and nascent quality" that contributes to a hopeful and unfolding narrative.
Talia Chetrit, recognized for her exploration of identity and representation, brings her distinctive style to the campaign. Her work often merges staged compositions with candid moments, challenging conventional representations and fostering a dialogue between the viewer and the image. The teaser's imagery, with its bright colors and sensory details, aligns with the creative directors' stated intention to convey "vitality and a tactile sensibility rooted in craftsmanship," alongside "luminosity and a sensuality intrinsic to its Spanish roots."
This strategic unveiling ahead of the Paris Fashion Week debut signifies a thoughtful transition, carefully preparing the groundwork for the brand's future expansion while honoring its established identity. The presentation of the collection on October 3, 2025, during Paris Fashion Week, will provide a comprehensive immersion into the brand's new creative vision.