The First Visual Statement From McCollough and Hernandez
Spanish luxury house Loewe has released its Spring/Summer 2026 campaign, marking the first complete visual expression from creative directors Jack McCollough and Lazaro Hernandez since their appointment in March 2025. The campaign arrives in the latest issue of the house’s quarterly magazine and precedes the collection’s retail launch on February 26.
The American design duo, formerly of Proenza Schouler, succeeded Jonathan Anderson after his decade-long tenure, which redefined Loewe’s place in contemporary luxury. Their inaugural campaign signals a distinct aesthetic shift—one that trades Anderson’s conceptual surrealism for a language of physical immediacy, saturated color, and unapologetic sensuality.
A Visual Language of Sunlight and Shadow
Photographed by American artist Talia Chetrit, whose work resides in the permanent collections of the Whitney Museum of American Art and the Los Angeles County Museum of Art, the campaign operates in deliberate contrasts. Images shift between harsh daylight that casts strong graphic shadows and nocturnal settings that heighten the interplay between garment and body.
The visual narrative centers on what the designers describe as “carnal tension”—the sculptural relationship between clothing and silhouette, the tactile dialogue between skin and leather. Heat-sealed jackets with technical finishes cling to the body with a scuba-like precision. Distressed denim and shredded leather jeans emphasize texture and movement. Lightweight layered dresses in elemental colors channel sportswear archetypes through Loewe’s leathercraft heritage.
The Accessories Story
The campaign gives prominent placement to the Amazona 180, a slouchy one-handle bag that debuted on the runway in October. The design reimagines Loewe’s archival Amazona silhouette, rendered with a relaxed, unzipped posture that reinforces the collection’s emphasis on ease and physicality. Ballet flats paired with contrasting hosiery complete the accessories offering, grounding the collection’s beach-inflected sensibility in wearable sophistication.
A Cast of Rising Talent
McCollough and Hernandez assembled a quintet of emerging actors whose physical presence becomes the campaign’s central subject. Isla Johnston, recently named a Loewe brand ambassador and cast as Joan of Arc in Baz Luhrmann’s forthcoming feature, anchors the cast alongside Beau Gadsdon, the seventeen-year-old British actor starring in “The Conjuring: Last Rites.” They are joined by Chinese actress and house ambassador Chen Duling, American performer Talia Ryder, and True Whitaker, currently starring in HBO‘s coming-of-age series “I Love LA.”
The house describes these performers as individuals “whose energy and auteurship, and ways to turn physical prowess and presence into an art form, mirror both Loewe’s ethos and the collection’s joyous spirit.”
Defining the New Loewe
In their statement accompanying the campaign, McCollough and Hernandez articulate their vision with declarative clarity: “We are building a tight visual language that’s all our own: confident, playful, sunlit, and positive.”
This approach extends the vocabulary introduced at their debut women’s show last October, which presented asymmetric skirts, legionnaire hats, and boldly striped maxi-dresses against a beach-inflected backdrop. The collection employs reduced, sculptural forms and elemental color drawn from sportswear archetypes—an aesthetic that earned critical praise and social media traction during a season crowded with high-profile designer debuts.
Loewe enters this new creative chapter from a position of strength. The brand, founded in Madrid in 1846 and owned by LVMH alongside Dior, Louis Vuitton, and Givenchy, closed its 2024 financial year with revenue of €885.2 million, a 9.2 percent year-over-year increase.
The Spring 2026 campaign serves as a prelude to the designers’ sophomore collection, set to debut at Pekan Mode Paris on March 6. That show will mark their first co-ed presentation for the house and will further establish whether their sun-drenched, body-conscious vision can sustain the momentum of their well-received debut.
For now, the campaign accomplishes what any successful first statement should: it announces a point of view. Confident, uncluttered, and materially rich, McCollough and Hernandez’s Loewe feels less like a departure from their predecessor than a deliberate pivot toward something more visceral, more immediate, and distinctly their own.
Images Courtesy of Loewe
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