Get ready to be dazzled because Loewe’s new creative directors are shaking things up in a way that’s bold, unexpected, and utterly captivating. Jack McCollough and Lazaro Hernandez, the dynamic duo behind the brand’s fresh vision, have just unveiled their first campaign, and it’s a vibrant explosion of color, sportiness, and subtle sensuality. Think sun-soaked visuals, drenched hair, and a cast of rising stars that’ll make you want to dive right in—literally. But here’s where it gets intriguing: the campaign isn’t just about fashion; it’s a statement about confidence, playfulness, and the raw energy of youth. And this is the part most people miss—the subtle tension between clothing and body, the way leather and skin textures leap off the screen, creating a carnal yet artistic vibe that’s hard to look away from.
Take Isla Johnston, Loewe’s newly signed brand ambassador, for example. Her sleek, wet-haired look paired with a sculpted black leather jacket screams modern elegance, while the tiled backdrop hints at a swimming pool or public shower—a clever nod to both luxury and everyday life. The campaign, shot by fine art photographer Talia Chetrit, is set to debut in Loewe’s quarterly magazine this Thursday, just a week before the spring 2026 collection hits stores. Chetrit’s work, which explores themes of intimacy, performance, and identity, is the perfect match for McCollough and Hernandez’s vision. Her photos, taken in broad daylight and at night, play with shadows and light to create a graphic, almost sculptural effect.
But here’s the controversial part: Is this campaign too edgy for Loewe’s traditional audience, or is it exactly the refresh the brand needs? The designers themselves describe their approach as “building a tight visual language that’s all our own,” but does this language resonate with everyone? Let’s dive deeper.
The cast is a who’s-who of up-and-coming talent, from Beau Gadsdon of The Conjuring: Last Rites to Chen Duling, a seasoned actress and Loewe ambassador known for her roles in Till the End of the Moon and The Left Ear. Talia Ryder, a multifaceted artist set to appear in Frankie Shaw’s Four Kids Walk Into a Bank, and True Whitaker, star of HBO’s I Love LA, round out the group. Each model brings their own unique energy, but their constant companion in the campaign is the Amazona 180 bag—a slouchy, one-handle design that debuted on the Loewe runway last October. Its unzipped, sagging silhouette adds a casual yet chic touch to every shot.
Loewe describes the images as having a “carnal tension,” highlighting the body-con physicality and the relationship between clothing and skin. But is this tension too much, or is it just the right amount of daring? The campaign was shot both outdoors in bright sunlight and at night, creating a dynamic contrast that’s hard to ignore. Chetrit, based in New York and celebrated for her work in the permanent collections of the Whitney Museum and LACMA, brings her signature style to the project, making this campaign not just a fashion statement but a piece of art.
This spring campaign also marks Chetrit’s return to Loewe, following her teaser campaign for the American design duo’s debut. Known as the founders of Proenza Schouler, McCollough and Hernandez are no strangers to pushing boundaries, but this time, they’re doing it on a whole new scale. So, here’s the question: Does this campaign redefine luxury fashion, or does it risk alienating Loewe’s core audience? Weigh in below—we want to hear your thoughts!
