Loewe

Jun 2026

To mark its 180th anniversary, Loewe unveils a striking ad campaign that bridges the label's storied heritage with a contemporary, high-fashion sensibility. Under the creative direction of Jack McCollough and Lazaro Hernandez, the project leans into a bold visual language that prioritizes tactile craftsmanship and deliberate color-blocking. Photographer Talia Chetrit captures the collection through a blend of editorial portraiture and focused commercial product shots, utilizing both studio strobe lighting for dramatic, saturated contrast and natural light to emphasize the soft, supple textures of the house's signature leather handbags. The campaign features a diverse cast, including Sissy Spacek and Julia Garner, whose presence brings a sophisticated, human-centric narrative to the accessory-heavy imagery. Each frame is meticulously composed, often setting iconic leather pieces against rustic spindle chairs or deep purple textiles, with signature blue and red typography anchoring the 1846 Madrid founding story. Through the lens of stylist Jodie Barnes, the wardrobe—characterized by vibrant knitwear and structured tailoring—perfectly mirrors the playful yet refined nature of the bags, which frequently feature whimsical motifs and geometric paneling. This editorial series succeeds by treating each accessory not merely as a product, but as an essential character within a modern, artful landscape, grounding Loewe’s legacy in a fresh, unmistakably current aesthetic.

Editorial, Commercial

Natural light

Bags & Accessories, Fashion