Jack McCollough and Lazaro Hernandez shape Loewe's AW26/27 vision

Madrid – As celebrations for the 180th anniversary of Loewe's founding draw to a close, the emblematic Spanish house has unveiled its new campaign material for the autumn/winter 2026/2027 season. This is the second season for which the brand will feature a collection by its new creative director duo, Americans Jack McCollough and Lazaro Hernandez. The collection is the protagonist of a campaign from which, once again, the designer pair are defining the character of this 'new Loewe'. They are trying to give it a renewed 'soul' and aesthetic significance.

In this vein, following the release of the spring/summer 2026 campaign material, FashionUnited highlighted the 'joy and sensuality' with which McCollough and Hernandez were choosing to identify their new Loewe. Without straying from these codes, it is fair to say that the creatives are adding new layers and greater depth to the creative discourse of this renewed Loewe with this latest FW26 campaign. The graphic material serves to announce the arrival of the brand's new seasonal collections in stores. It is the second collection designed for the Spanish house by the pair since they officially became creative directors on April 7, 2025. The campaign has also helped to better contextualise the FW26 proposals, which were presented during the last Paris Fashion Week in March. This exercise elevates the campaign material from a mere promotional activation to a definitive statement. It asserts and illustrates the new principles that are coming to define this renewed Loewe as it enters a new era under their creative direction.

To give body and form to these intentions, the new Loewe campaign was formally shot by American photographer and artist Talia Chetrit. Beyond the garments, the campaign features a cast of house ambassadors and collaborators. This includes American actress and model Julia Garner; Canadian actor Théodore Pellerin; American rapper Lil Yachty; French actress and model Laïka Blanc-Francard; British actress Beau Gadsdon; German artist Cosima von Bonin; and models Nyawurh Chuol, Carin Herven and Siegfried Blanche. The photographer captured these individuals wearing key pieces from Loewe's new, and for now latest, collection. The setting was the evocative summit of Pointe Helbronner in the Mont Blanc massif. The landscape, cast and fashion proposals, taken as a whole and beyond the apparent, reveal how McCollough and Hernandez are working, and intend to continue working, to shape their 'unpredictable' Loewe.

“This campaign continues our exploration of craftsmanship at Loewe, this time at high altitude on Mont Blanc; a landscape where colour and form become more intense, almost surreal,” the creative duo stated in a joint release provided by Loewe. “The conditions up there are unpredictable, and we wanted,” they emphasised, “the collection to convey that same energy, as well as the desire for open spaces and to take familiar gestures into new territories.”

A landscape, an artist and new interpretations

Beyond these intentions, delving into the campaign's metaphysical side, three accompanying elements can be identified. These serve to highlight the 'unpredictable' character McCollough and Hernandez are instilling in their 'joyful and sensual' Loewe. This unpredictability is not about chance; it is about exploring new limits, codes and languages. Within the campaign, this is conveyed through the landscape, the artist Cosima von Bonin, and the new interpretations of pieces from the Loewe archive for the autumn/winter 2026/2027 season.

Delving into each of these three elements, the alpine environment that served as the campaign's backdrop is far from being merely ornamental. It stands as a protagonist in its own right, contributing to the enhancement of the collection's pieces. The designs' shapes and colours are heightened against the white canvas of snow. This landscape speaks of dynamism, nature and exploration, the very exploration through which Loewe is paving its way towards unpredictability.

Contributing to this value within the renewed Loewe is the figure of Cosima von Bonin. The German artist, in addition to participating in this Loewe campaign, was responsible for shaping the Parisian space for the brand's FW26 collection show. The collection's designs include a capsule collection designed for the brand by von Bonin herself. These pieces have also been immortalised in this campaign. Through it, McCollough and Hernandez demonstrate their intention to expand the 'unpredictable' character of this new Loewe through unexpected and unprecedented collaborations with artists and creatives like von Bonin.

Finally, and in line with the above, the focus shifts to the new interpretations and reinterpretations of pieces from the Loewe archive that the creatives have continued to practice for the FW26 collections. Among these reinterpretations, those by von Bonin of the Puzzle, Flamenco and the new Amazona 180 bags stand out. With these, McCollough and Hernandez once again assert the artisanal value of Loewe's collections and the value of its archives as a constant source of inspiration.

In this respect, this inspiration is understood as the starting point of a creative exploration process, from which to continue advancing towards the 'unpredictable'. It is a commitment through which the creative duo, also within the framework of this campaign, have once again demonstrated their clear intentions—and high capabilities—to continue redefining Loewe's language and codes. They are endowing a creative imaginary with new meanings through elements like candied fruits, ice cubes shaped like mountain peaks, or charms and details in the form of lobster claws. These elements are clearly moving away from the language of Jonathan Anderson's Loewe, to speak of this new joyful, sensual and unpredictable Loewe by McCollough and Hernandez.