Jack McCollough and Lazaro Hernandez, creative directors of LOEWE, chose to collaborate once again with Talia Chetrit to present their Spring Summer 2026 collection to the world. A sense of intimacy emerges in every shot, conveyed through the subject’s narrative, a performance—whether abstract or practical—reflecting a strong identity and story. Everything stems from LOEWE’s heritage: the artisanal mastery of leather, with meticulous craftsmanship, exceptional materials, and incredible techniques, combined with the brand’s deep cultural tradition and the local context in which it was born. Innovation and an ongoing dialogue with art and design have made the brand a funnel of experience and creativity. The campaign features a cast of young, emerging talents who perfectly embody the new creative direction set by Jack and Lazaro for LOEWE’s new era, including Beau Gadsdon, Chen Duling, Isla Johnston, Talia Ryder, and True Whitaker. The energy conveyed is positive, joyful, vibrant, and dynamic. LOEWE’s philosophy is also reflected in the artistry and physical and stage presence of the subjects, transforming into a form of creative expression. Sensuality meets material, material blends with colour, and colour merges with nature, ultimately echoing the human body.
“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.”
At the center of the images is a unique blend of carnal and emotional tension, told in a physical, personal, and authentic way. The body and the garment are inseparable: the texture of bare skin sits alongside the worked leather of LOEWE pieces. Plays of light create graphic shadows that tell an everyday, real story, marking the passage of time. Leather jackets and jeans feel tactile; colourful tops form draped lines across the bodies; the soft Amazona 180 single-handle bag and rubber heels are elements of femininity and seduction, harmony and definition. Nothing overshadows the story of these characters wearing the collection; the modernist setting appears silently in the background, barely visible. Experimentation and attention to the contemporary are aspects that the two creative directors have chosen to bring into their Loewe universe. Colours, shapes, sensuality, and playfulness are all traits integrated into the brand’s new dialogue—a call to invest in the future, in the new, in discovery, enjoying every change as something positive and joyful.
For further information Loewe.com.
