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Spanish luxury house Loewe enters a charged new chapter. The brand has unveiled its Spring/Summer 2026 campaign, the first fully conceived by creative directors Jack McCollough and Lázaro Hernández, marking a decisive visual shift following their debut show in October. Shot once again by American fine art photographer Talia Chetrit, the campaign expands on the codes introduced in earlier teaser imagery, presenting a sun-drenched, sensual and cerebral vision of modernity
Described as energetic, vibrant and unapologetically optimistic, the Spring/Summer 2026 imagery is defined by body-conscious silhouettes, graphic shadow play and a palpable sense of heat. Chetrit captures a group of rising theatre and cinema actors outdoors in broad daylight and under night skies, creating a dynamic tension between exposure and concealment. There is a deliberate physicality at play: the relationship between skin and leather, fabric and form, becomes almost tactile. A subtle presence of water, visible on the body or hinted at in the background, lends the images a distinct wetness and taut sultriness.
The collection itself underscores this charged interplay. Heat-sealed leather jackets are sculptural and sensual, shredded leather jeans emphasise texture, while fluid multi-layer dresses and vividly coloured tops are draped with gestural ease. Accessories take centre stage in still life compositions: the slouchy one-handle Amazona 180 bag and glossy aqua-toned shoes styled with contrasting socks radiate material intensity and quiet eroticism. Architectural elements remain minimal yet modernist, framing the narrative without overpowering it.
“We’re building a visual language that feels personal: confident, playful, sun-drenched, optimistic,” say McCollough and Hernández. “It articulates an energy we recognise as intrinsic to LOEWE joy, sensuality, and a modernity that feels instinctive rather than imposed.”
The campaign features a cast that mirrors the house’s emphasis on auteurship and presence. Among them are Beau Gadsdon, Chen Duling, Isla Johnston, Talia Ryder and True Whitaker, a line-up of emerging talents whose performances across film, television and theatre reflect the same assured physicality captured in Chetrit’s lens.
The Spring/Summer 2026 campaign appears in the latest issue of Loewe’s quarterly magazine, arriving in stores from February 19. The full collection will be available in boutiques and online from February 26, signalling not just a seasonal launch, but the confident consolidation of Loewe’s evolving creative era.
