Loewe

Sep 2025

The Loewe Pre-Spring 2026 ad campaign serves as a masterclass in editorial minimalism, stripping away the superfluous to celebrate the visceral intersection of texture, color, and raw form. Under the creative direction of Jack McCollough and Lazaro Hernandez, the project leans into a highly graphic visual language that feels both immediate and sculptural. Through the lens of photographer Talia Chetrit, the campaign utilizes a masterful command of natural light and high-speed freeze techniques to capture subjects in states of wet, tactile immersion. Whether focusing on the dewy glow of skin, the slick geometry of soapy floral arrangements, or the stark, high-contrast interplay between vibrant primary-colored backgrounds and the organic grit of human features, the series avoids traditional fashion tropes in favor of a sensory-focused aesthetic. Stylist Jodie Barnes elevates this narrative by pairing luxury leather goods with everyday motifs like terry cloth, creating a tension between the refined and the elemental. With a cast including Eva Victor, Lewis Gribben, and Isla Johnston, the imagery prioritizes authenticity, using tight crops and sharp, direct lighting to transform the body into a canvas for the brand’s bold, overlayed typography. By blending conceptual still-life shots with intimate portraiture, this campaign channels a modern, refreshingly tactile energy that feels perfectly attuned to the shifting landscape of contemporary luxury fashion.

Editorial, Commercial

Natural light, Natural light

Luxury Fashion Houses, Luxury Fashion Houses, Fashion, Fashion