Get ready to be dazzled—Loewe’s new creative directors, Jack McCollough and Lazaro Hernandez, have just dropped their first campaign, and it’s a bold, sun-soaked statement that’s already sparking conversations. But here’s where it gets controversial: Is this the fresh start Loewe needs, or a risky departure from its classic aesthetic? Let’s dive in.
The campaign, much like their debut women’s show, is a vibrant fusion of sporty energy and understated sensuality. Think drenched hair, sleek leather jackets, and a cast of rising stars that feel both approachable and aspirational. Take Isla Johnston, the brand’s newly signed ambassador, whose wet-look hairstyle pairs effortlessly with a sculpted black leather jacket, evoking the sleek lines of an unzipped scuba suit. The tiled backdrop? It’s a clever nod to swimming pools or public showers, adding a layer of intrigue. And this is the part most people miss: It’s not just about fashion—it’s about creating a mood, a lifestyle, a story.
McCollough and Hernandez describe the campaign as “confident, playful, sunlit, and positive,” a sentiment perfectly captured by photographer Talia Chetrit. Her images, set to grace the brand’s quarterly magazine ahead of the spring 2026 collection, are a masterclass in visual storytelling. “We’re building a tight visual language that’s all our own,” the designers shared, hinting at a bold new direction for the brand.
The cast itself is a who’s-who of up-and-coming talent. Alongside Johnston, who’s set to play Joan of Arc in Baz Luhrmann’s next film, you’ll find Beau Gadsdon from The Conjuring: Last Rites, Chen Duling (a seasoned Loewe ambassador known for Till the End of the Moon), Talia Ryder (a multifaceted artist appearing in Four Kids Walk Into a Bank), and True Whitaker from HBO’s I Love LA. Together, they embody the campaign’s youthful, dynamic spirit.
One standout accessory? The Amazona 180 bag, first seen on the Loewe runway last October. Its slouchy, one-handle design adds a casual elegance, perfectly complementing the campaign’s laid-back yet luxurious vibe. But here’s the question: Does this bag redefine luxury, or is it too casual for Loewe’s traditional audience? Weigh in below.
Loewe describes the images as having a “carnal tension,” with the interplay between clothing and body, texture, and light taking center stage. Shot both in broad sunlight and at night, the photos create striking graphic shadows that feel both intimate and larger-than-life. This isn’t just fashion—it’s art in motion.
For Chetrit, this campaign marks a return collaboration with the brand. Based in New York, her fine art photography explores themes of intimacy, performance, and identity, making her the perfect partner for McCollough and Hernandez’s vision. Her work, featured in the permanent collections of the Whitney Museum and LACMA, adds a layer of cultural depth to the campaign.
So, what do you think? Is this campaign a refreshing reinvention for Loewe, or a step too far? Does it capture the essence of modern luxury, or is it trying too hard to be edgy? Let us know in the comments—we’re all ears!
