Get ready for a vibrant and captivating journey as Loewe's new creative directors, Jack McCollough and Lazaro Hernandez, unveil their highly anticipated first campaign!
A Splash of Color and Confidence
The dynamic duo's debut campaign is a visual feast, reminiscent of their energetic women's show. With a bold and sporty aesthetic, the campaign stars, including the brand's newest ambassador, Isla Johnston, exude a confident and playful spirit. Johnston's wet hair, paired with a sleek black leather jacket, creates a unique and captivating look, evoking the essence of an unzipped scuba suit. The tiled backdrop adds an intriguing layer, reminiscent of a swimming pool or a public shower, setting the stage for a captivating narrative.
A Visual Language All Their Own
The American designers describe the campaign images, captured by Talia Chetrit, as "confident, playful, sunlit, and positive." These images will grace the pages of Loewe's quarterly magazine, set to release on Thursday, a week before the highly anticipated spring 2026 collection hits stores. McCollough and Hernandez emphasize their goal to build a distinct and cohesive visual language that is uniquely theirs.
A Talented Cast of Rising Stars
The campaign features a diverse and talented cast of up-and-coming theater and cinema talents. Joining Isla Johnston, who is set to portray Joan of Arc in Baz Luhrmann's upcoming film, are Beau Gadsdon, a lead actor in "The Conjuring: Last Rites"; Chen Duling, a seasoned actress and Loewe brand ambassador known for her roles in "Till the End of the Moon" and "The Left Ear"; Talia Ryder, a multifaceted artist set to star in Frankie Shaw's "Four Kids Walk Into a Bank"; and True Whitaker, currently shining in HBO's coming-of-age comedy "I Love LA." This ensemble of young talents brings a fresh and vibrant energy to the campaign.
The Iconic Amazona 180 Bag
A constant companion throughout the campaign is the Amazona 180 bag, which made its debut on the Loewe runway last October. This slouchy, one-handle style, with its open and unzipped design, adds a unique and relaxed element to the overall aesthetic. According to Loewe, the images capture a "carnal tension," showcasing the relationship between the body and clothing, with the texture of skin and leather taking center stage. The outdoor setting, with its broad sunlight and strong graphic shadows, creates a powerful and captivating contrast.
A Return Engagement for Chetrit
Talia Chetrit, a fine art photographer based in New York, has a unique connection to this campaign. Her work, which explores themes of intimacy, performance, and identity, is featured in the permanent collections of prestigious institutions such as the Whitney Museum of American Art and the Los Angeles County Museum of Art. Chetrit's involvement in this campaign marks a return engagement, as she previously lensed the teaser campaign leading up to Loewe's debut under the American design duo, known for their iconic Proenza Schouler brand.
And here's where it gets even more intriguing... With such a bold and unique campaign, one can't help but wonder: What impact will this have on the fashion industry? How will this campaign shape the future of Loewe's brand identity? These questions and more are sure to spark lively discussions and differing opinions. So, what are your thoughts? Feel free to share your insights and join the conversation in the comments below!
