Loewe Unveils First Campaign Under New Creative Directors McCollough and Hernández

Spanish luxury house Loewe has entered a new era with the unveiling of its Spring/Summer 2026 campaign. This collection marks the first major creative output under the joint creative direction of Jack McCollough and Lázaro Hernández, the acclaimed founders of Proenza Schouler, who were appointed to steer the historic brand. Photographed by renowned artist Talia Chetrit, the campaign represents a significant aesthetic and strategic shift for Loewe, blending contemporary artistic vision with the house's legacy of exceptional craftsmanship.

A New Creative Chapter Begins

The appointment of McCollough and Hernández to lead Loewe was one of the most watched moves in the recent luxury fashion landscape. Known for their intellectual approach to design and mastery of tailoring at Proenza Schouler, their transition to Loewe promised a fusion of American sportswear sensibility with Spanish artisanal heritage. This first campaign is the tangible realization of that promise, serving as their inaugural manifesto to the global fashion audience. It sets the visual and conceptual groundwork for their tenure, defining how they will interpret Loewe's codes of leather goods, ready-to-wear, and accessories.

The Artistic Vision of Talia Chetrit

Choosing Talia Chetrit as the campaign photographer is a deliberate statement of artistic intent. Chetrit, known for her nuanced and often intimate photographic work that blurs the lines between fine art and fashion, brings a distinct perspective. Her involvement suggests a campaign focused on texture, form, and a more subdued, intellectual aesthetic rather than overt glamour. This alignment indicates McCollough and Hernández's direction may prioritize artistic collaboration and conceptual depth, continuing Loewe's legacy of engaging with the arts while charting a new, modern course.

Strategic Significance for the Brand

The launch of the Spring/Summer 2026 campaign is more than a seasonal preview; it is a critical rebranding moment. For existing clientele and industry observers, it answers the pressing question of how the new creative directors will evolve the brand's identity. The focus on a campaign shot by a respected artist like Chetrit likely aims to solidify Loewe's position at the intersection of high fashion and contemporary culture. It reinforces the brand's premium positioning by associating it with serious artistic practice, a strategy that resonates with today's discerning luxury consumer who values authenticity and creative provenance.

Looking Ahead: The Future of Loewe

With this campaign, McCollough and Hernández have laid their first stone. The industry will now watch closely to see how the themes and aesthetics presented here translate into the full collection and the brand's broader universe—from runway shows and store concepts to product design. This debut establishes a benchmark for their creative partnership at Loewe, promising a future where rigorous design meets artistic exploration. The success of this directional shift will be measured by its commercial reception and its ability to attract a new generation to the Loewe name while honoring its storied past.