In a season where “debut” stopped meaning anything, Jack McCollough and Lazaro Hernandez’s Loewe show actually gave the word some weight. Months later, the SS26 campaigns are revisiting those first outings with more intent. Who knew post-Anderson could look this good.
Come March 6, the house’s next chapter premieres in Paris. Until then, we’re stuck inspecting the creative duo’s debut campaign, staring at last October’s garments like they’ve suddenly changed. Which, under different lenses, almost convince you they belong to a new collection. Thankfully, the duo cherry-picked photographer Talia Chetrit, whose eye makes this second read feel purposeful rather than just another round of runway déjà vu.
The campaign’s faces share one obvious trait. Screens. Forget models, this story fell hard for actors instead. Freshly revealed house ambassador Isla Johnston, about to headline Baz Luhrmann’s ‘Joan of Arc’ cinematic fever dream, is joined by ambassador Chen Duling and Brit Beau Gadsdon. Sprinkle in ‘I Love LA’s’ favorite nepo-baby True Whitaker, plus Talia Ryder, the high-schooler front and centre in ‘The Sweet East.’ Together, it looks like an aspiring actor’s mood board, dressed in Spanish fabrics.
“We’re building a visual language that feels personal: confident, playful, sun-drenched, optimistic. It articulates an energy we recognise as intrinsic to Loewe — joy, sensuality, and a modernity that feels instinctive rather than imposed,” McCollough and Hernandez share.
All those industry darlings in the room, yet texture gets the lead. Skin grain and leather finish rest together. Water sits like it’s thickened on purpose. Pumps bounce on top of green Jell-O. Fruit hides under nets. The Amazona 180 bag is almost asking to be held, making it harder to decide what tickles your senses more. Everything looks staged to remind you that in this campaign, touch is king. It’s not admiration you feel, it’s the urge to reach out. Way to go, Loewe.
