Bold claim: Loewe’s new design duo just unveiled a campaign that feels like a sun-soaked rallying cry for fearless style—and it’s not shy about turning up the heat. If you thought their debut women’s show was bold, wait until you see the first campaign from Loewe’s newly appointed creative directors, Jack McCollough and Lazaro Hernandez. The imagery is vibrant, athletic, and a touch provocatively charged, with several campaign stars appearing in a wet, glossy aesthetic.
Among the talents featured is Isla Johnston, who recently signed on as a brand ambassador. Her drenched hair frames a sleek black leather jacket that recalls a zippered scuba suit, set against a tiled backdrop that evokes a pool or a public shower—an intentional contrast of water and fabric that underscores the collection’s tactile tension.
The duo describes the visuals as “Confident, playful, sunlit and positive,” captured by Talia Chetrit. These images will accompany Loewe’s quarterly magazine, published a week before the spring 2026 collection lands in stores.
“We are building a tight visual language that’s all our own,” the designers say, signaling a signature style that aims to be instantly recognizable.
For the casting, McCollough and Hernandez gathered a fresh, theater- and cinema-forward lineup: Isla Johnston, who is set to portray Joan of Arc in Baz Luhrmann’s upcoming feature; Beau Gadsdon, a leading figure in The Conjuring: Last Rites; Chen Duling, Loewe ambassador and familiar face from television and film including Till the End of the Moon and The Left Ear; Talia Ryder, who will appear in Frankie Shaw’s Four Kids Walk Into a Bank; and True Whitaker, currently seen in HBO’s I Love LA.
A recurring prop in the campaign is the Amazona 180 bag—a slouchy, single-handle piece that appears to loosen its shape when left unzippered, a visual cue to the collection’s sensuous energy.
Loewe notes there’s a carnal tension at the heart of the imagery: athletic body language, the interaction of clothing with the body, and the juxtaposition of skin textures with leather. The outdoors-shot campaign uses broad daylight to yield strong graphic shadows, while the same scenes unfold by night for a different mood.
This spring campaign marks Chetrit’s return to Loewe imagery. She previously photographed the teaser campaign ahead of Loewe’s debut by the American duo behind Proenza Schouler. Based in New York, Chetrit is a fine art photographer whose work resides in the permanent collections of the Whitney Museum of American Art and the Los Angeles County Museum of Art. Loewe describes her work as exploring intimacy, performance, and identity.
