One of the strongest elements to achieve a successful and recognisable branding is colour. It is a case where just by seeing the specific hue of the shades presented or the way they are carefully put together you can already tell who's behind it without the need of words. It seems that with just their first collection and now their brand first campaign Jack McCollough and Lazaro Hernandez have managed to define and set the identity of the new era of Loewe with their own terms and with their own colours. Carrying the exquisite visual taste that has always been the signature dish of the duo into their new tenure in the Spanish house, such unique flavours can now be tasted just by seeing them.
McCollough and Hernandez's debut was marked by colour. Their ability and knowledge of how to find the exact shade, colour and tone that brings out and highlights with extreme vibrancy the high-quality fabrics and materials that have always been part of Loewe's core was the sign that the North American duo have landed in the right place. For a Mediterranean brand, a synonym of life, of joy, of summer and of a refreshing sensuality, one of the key factors that could not be lost was exactly that: being able to make the simplest of whites or the darkest of blacks feel as alive as any other shade, making us feel as if all of them have absorbed the sun rays equally and are capable of reflecting the same warm light into us.
Every look in the Spring/Summer 2026 collection achieved this with precision, and the new campaign, captured by Talia Chetrit, does nothing but enhance exponentially the refreshing, playful and energetic qualities of the garments presented. Worn by some of the emerging talents that have become the youthful faces of the new tenure at the house, like True Whitaker or Isla Johnston, the pieces look as juicy and luscious as the flowers and fruits portrayed in the still-life shots that go alongside them. Every material, every piece and every stylistic choice feels alive. This dull element that seems inescapable nowadays, of being nonchalant, of not showing unnecessary emotions, loses meaning when seeing something as joyous as what is portrayed here. The sun is out even in winter thanks to Loewe.
