Loewe's New Creative Directors Unveil Their First Campaign: A Bold and Colorful Statement
Loewe's newest creative directors, Jack McCollough and Lazaro Hernandez, have unveiled their first advertising campaign, and it's a bold and colorful statement. The campaign is much like their debut women's show, featuring a young cast of up-and-coming theater and cinema talents, including brand ambassador Isla Johnston. The images, described as "confident, playful, sunlit, and positive," are set to be featured in the brand's quarterly magazine and will arrive in stores one week before the spring 2026 collection.
The campaign stars the Amazona 180 bag, a slouchy, one-handle style that sags open when left unzipped. The images are said to have a "carnal tension," with a focus on body-con physicality and the relationship between clothing and body. The photos, shot outdoors in broad sunlight, create strong graphic shadows, but also at night, adding a layer of intrigue.
The campaign marks a return engagement for photographer Talia Chetrit, who had previously lensed the teaser campaign for Loewe. Her work, which explores intimacy, performance, and identity, is held in the permanent collections of the Whitney Museum of American Art and the Los Angeles County Museum of Art. The campaign is a testament to the duo's vision and their desire to build a tight visual language that is all their own.
But here's where it gets controversial... The campaign's focus on body-con physicality and the relationship between clothing and body has sparked differing opinions. Some may find it too sexualized, while others may see it as a powerful statement on the intersection of fashion and identity. What do you think? Share your thoughts in the comments below.
