A new chapter begins at LOEWE with the unveiling of its Spring/Summer 2026 campaign, marking the first full visual statement from creative directors Jack McCollough and Lazaro Hernandez since succeeding Jonathan Anderson. Notably, the duo frame the campaign as “confident, playful, sun-drenched, optimistic,” establishing a tactile and emotionally charged design language for the house’s post-Anderson era. At the same time, the imagery signals a deliberate cultural shift toward instinctive sensuality rather than conceptual distance. As a result, the campaign positions LOEWE’s future around physical presence, texture and feeling, rather than overt narrative styling.
Jack McCollough and Lazaro Hernandez unveil their first campaign for Loewe, marking a new creative chapter for the luxury fashion house. 
Jack McCollough and Lazaro Hernandez unveil their first campaign for Loewe, marking a new creative chapter for the luxury fashion house. 
Jack McCollough and Lazaro Hernandez unveil their first campaign for Loewe, marking a new creative chapter for the luxury fashion house. 
Jack McCollough and Lazaro Hernandez unveil their first campaign for Loewe, marking a new creative chapter for the luxury fashion house.
Meanwhile, the visual direction was captured by Talia Chetrit, who stages the collection across stark daylight and humid, nocturnal environments. In addition, sharp contrasts between shadow and volume shape the graphic structure of each frame. At the same time, a persistent sense of wetness — from damp hair to glistening skin and sea references — introduces a charged, almost carnal atmosphere. Moreover, McCollough and Hernandez stated, “It articulates an energy we recognize as intrinsic to LOEWE—joy, sensuality, and a modernity that feels instinctive rather than imposed.”
Casting, movement, and the body as design language
Meanwhile, the house assembled a cast of rising cult performers to embody this new visual direction. Notably, the campaign features Talia Ryder, Isla Johnston, Chen Duling, True Whitaker, and Beau Gadsdon. In addition, the performers adopt expressive, almost choreographic poses that emphasise motion rather than stillness. At the same time, the styling highlights how garments behave on the body, turning posture and gesture into core design tools. As a result, the campaign reinforces LOEWE’s evolving identity as one rooted in physicality and performance rather than static fashion imagery.
Texture, heritage, and contemporary eroticism
Meanwhile, the wardrobe itself advances the cultural narrative through surface and construction. Notably, sculptural heat-sealed leather jackets, shredded leather jeans and layered, high-saturation dresses dominate the visual story. At the same time, exposed seams and raw textures foreground material tactility as a central aesthetic value. Moreover, the accessories are treated as emotionally charged objects within still-life compositions, pushing the house’s long-running interest in erotic suggestion through craft and finish.
In addition, a new interpretation of the heritage Amazona bag appears as the Amazona 180, introduced as a relaxed and contemporary update celebrating the brand’s 180-year legacy. At the same time, glossy aqua footwear styled with contrasting socks further underlines the campaign’s playful tension between luxury precision and youthful spontaneity. As a result, the SS26 imagery frames LOEWE not only as a heritage house, but as a design-led cultural actor redefining modern sensuality through materials, movement and light.
Meanwhile, the Spring/Summer 2026 campaign makes its print debut today, February 19, with the full collection scheduled to arrive in LOEWE boutiques worldwide and online on February 26.