LOEWE SS26 Campaign by Jack McCollough and Lazaro Hernandez
At Loewe, a new chapter begins with striking immediacy. For their first campaign at the house, creative directors Jack McCollough and Lazaro Hernandez introduce a vision that feels instinctive, tactile, and unapologetically physical.
The Spring/Summer 2026 visuals extend the narrative introduced in the teaser images released ahead of their October debut. Captured by photographer Talia Chetrit, the campaign gathers a cast of emerging actors from theatre and cinema — performers trained to treat the body as both medium and message. Their physical awareness becomes central to the story. Every pose feels intentional, every gesture charged.
Shot outdoors under unforgiving sunlight that carves sharp, graphic shadows — and later against the intimacy of night — the images pulse with tactile intensity. Skin meets leather. Light skims across heat-sealed jackets, emphasizing their sculptural edge. Shredded leather jeans invite touch. Vibrant tops appear twisted and placed mid-motion, as if shaped by instinct rather than styling. The garments do not simply dress the body; they react to it. They cling, contour, expose. Fabric and flesh exist in dialogue, each heightening the other.
The still lifes echo the same sensual force. The Amazona 180, softened and slouched in its single-handle silhouette, resists rigidity. It feels lived-in, suggestive. A lacquered aqua shoe paired with a sharply contrasting sock amplifies this tactile seduction. Here, material is not passive — it performs. Texture, weight, and surface become instruments of desire.
