A New Vision for Loewe Loewe is officially stepping into a new era. The Spanish luxury house has unveiled its first campaign under the creative leadership of Jack McCollough and Lazaro Hernandez, the design duo best known for founding Proenza Schouler. After taking over the house last year, all eyes have been on what their interpretation of Loewe would look like. This first campaign offers that answer. It feels confident, playful, and warm. There is an ease to it, a natural sensuality that feels modern without trying too hard.

The Visual Language

The campaign was photographed by American artist Talia Chetrit, whose lens captures intimacy and personality rather than rigid perfection. The images feel sunlit and expressive. There is movement, texture, and emotion. Instead of presenting fashion as distant or untouchable, the visuals invite you in.

The mood suggests a house that is evolving while still honoring its artistic DNA. It feels personal. It feels human.

A Cast That Reflects Character

Rather than relying only on traditional fashion models, the campaign features a mix of young actors and rising talents. Among them are British actress Beau Gadsdon, American actress Talia Ryder, Chinese actress Chen Duling, and British actress Isla Johnston, who has also been announced as a new Loewe ambassador.

The casting choice feels intentional. It adds personality and relatability, reinforcing that this new chapter is about individuality and expression as much as it is about clothing.

Looking Ahead

The campaign arrives just ahead of the brand’s upcoming coed runway presentation in Paris, where McCollough and Hernandez will further define their creative direction. The transition follows the departure of Jonathan Anderson, whose tenure shaped a defining era for the house. This first campaign does not feel like a dramatic break from the past. Instead, it feels like a natural evolution. There is optimism in the imagery. There is softness and strength existing at the same time.

For Loewe, this marks the beginning of something new. And as this next chapter unfolds, the industry will be watching closely.