New creative directors Jack McCollough, founders of Proenza Schouler, are shaping a fresh visual direction for Loewe.
After officially taking over in 2025, following the tenure of Jonathan Anderson, the duo is now shaping what Loewe looks and feels like under their direction.
Sun, skin, and leather
The campaign was photographed by New York–based photographer Talia Chetrit, who also shot the teaser images ahead of their debut show.
The designers described the campaign as “confident, playful, sunlit and positive,” and the images back that up. They’re mostly shot outdoors under strong sunlight, creating hard shadows and sharp contrast. Many of the models appear with wet hair or damp skin. In one image, English actress Isla Johnston wears a black leather jacket in a tiled setting suggests a pool or locker room. It looks clean, bright, and slightly raw.
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Casting young actors
Instead of traditional models, the campaign features emerging actors: Beau Gadsdon, Chen Duling, Talia Ryder, True Whitaker.
Their poses feel natural, sometimes intentionally offbeat. In one image, a heel presses into a takeout box; in another, a body bends inside a fitted jacket, or a dress hangs loosely in the heat. The gestures look spontaneous, as if captured mid-movement. The overall effect feels candid rather than staged.
The collection up close
Some of the looks were first previewed on the runway during Paris Fashion Week last October, offering an early glimpse of the duo’s direction.
The jackets are structured and sculptural. There’s also clear focus on how material behaves on the body. Layered dresses and bright tops introduce color, but they don’t distract the entire look.
The Amazona 180 bag appears throughout the campaign, carried casually in hand. Its single handle and slouchy structure allowing it to sag open when unzipped, giving it a softer feel. There’s also a see-through PVC bootie with a glossy finish, built in a moulded single piece with an architectural shape, and comes with a three-pack of socks in different colors.
The new Grip sneaker is introduced here as well. Designed with ergonomics in mind, it features an asymmetric toe and lacing system in calfskin suede.
McCollough and Hernandez, founders of Proenza Schouler, are shaping a new visual direction for Loewe. In an exclusive interview with WWD, they said they are building a language that feels personal — “confident, playful, sun-drenched, optimistic.” They added that it reflects what they see as intrinsic to Loewe: joy, sensuality, and a modernity that feels instinctive rather than imposed.
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The Spring Summer 2026 campaign appears in Loewe’s quarterly magazine from February 19. The collection arrives in stores and online on February 26.
