HERE COMES THE SUN: The first advertising by Loewe‘s new creative directors Jack McCollough and Lazaro Hernandez is much like their debut women’s show: colorful, sporty and slyly hot-blooded — with several of the campaign stars given a wet look.
These include recently signed brand ambassador Isla Johnston, whose drenched hair accentuates a smoothly sculpted black leather jacket that evokes an unzipped scuba suit, while the tiled backdrop gives off swimming pool or public shower vibes.
“Confident, playful, sunlit and positive” is how the American designers described the images by Talia Chetrit, which will be featured in the brand’s quarterly magazine, due out Thursday, one week before the spring 2026 collection arrives in store.
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“We are building a tight visual language that’s all our own,” they added.
For the cast, McCullough and Hernandez assembled a young cast of up-and-coming theater and cinema talents like Johnston, who has been cast to play Joan of Arc in Baz Luhrmann’s next feature film.
She’s joined by Beau Gadsdon, one of the leads in “The Conjuring: Last Rites”; Chen Duling, a Loewe brand ambassador and more seasoned actress famed for television series “Till the End of the Moon” and the film,”The Left Ear”; Talia Ryder, a multifaceted artist who will next be seen in Frankie Shaw’s “Four Kids Walk Into a Bank,” and True Whitaker, who currently stars in HBO’s coming-of-age comedy “I Love LA.”
Their constant companion in the campaign is the Amazona 180 bag that made its debut on the Loewe runway last October, a slouchy, one-handle style that sags open when left unzipped.
According to Loewe, “there is a carnal tension to the images: the body-con physicality, the relationship between clothing and body, the texture of both skin and leathers all jump out of the pictures, which are shot outdoors, in broad sunlight to create strong graphic shadows, but also at night.”
The spring campaign marks a return engagement for Chetrit, who had lensed the teaser campaign in the weeks ahead of the Loewe debut by the American design duo, best known as founders of the Proenza Schouler brand.
Based in New York, Chetrit is a fine art photographer whose work is held in the permanent collections of the Whitney Museum of American Art and the Los Angeles County Museum of Art. Her work “explores intimacy, performance and identity,” Loewe said.
