MADRID: The new post-Jonathan Anderson Loewe continues to take shape with the presentation of the first campaign developed for the Spanish house by the American creative duo, Jack McCollough and Lazaro Hernandez. Appointed as the brand’s new creative directors last March 2025, they are now unveiling the codes intended to evolve the brand during this new era under their leadership of the creative and design department.
Following their debut as new creative directors last October with the presentation of the SS26 Loewe collection, many pointed to the continuous language and aesthetic McCollough and Hernandez seemed to embrace for this new chapter in the emblematic Spanish house’s history.
The design duo has now responded to this interpretation. They emphasised that their clear intention is to evolve and grow the brand with their own unique vision and language, rather than keeping it ‘stagnant’ within the creative codes developed during the Jonathan Anderson era. These new codes for a new Loewe will accentuate its inherent values of joy and sensuality. They maintain these principles were already evident in their debut collection, the only one developed under their creative direction so far, and are now reinforced with the presentation of their first campaign for Loewe.