“Ahead of our first Loewe collection, this teaser stands as an opening gesture, the outset of a new dialogue.” With these words, Loewe turns a new page under the creative vision of Jack McCollough and Lazaro Hernandez, who succeeded Jonathan Anderson last April upon taking up the role. The brand has now unveiled a teaser campaign ahead of their debut collection, which translates as an evocative statement that hints at what’s to come: a House rooted in a vibrant, tactile spirit, drawing inspiration from traditional craftsmanship and Mediterranean optimism.
Photographed by Talia Chetrit, the images read as though we are looking through a window set in a Spanish seaside house: we are observing, closely, the intimacy of the cast’s life. Droplets of water, the sheen of skin, saturated colors, and the interplay of shadow and light —this is a subtle visual story that leans into atmosphere, mood, and tactile gestures. It’s almost like a scenic poem that gracefully channels the fundamentals of Loewe: sunlit warmth, sensuality, optimism, and a dreamlike feeling.
The images feature a group of emerging actors and personalities, including Erin Kellyman, Eva Victor, Isla Johnston, Lewis Gribben, Megan Northam, Orlando Norman, and Théodore Pellerin. There is intention behind this casting; these individuals are not yet icons, but they embody freshness, dream, and possibility. They personify the campaign’s spirit: new beginnings.
Jack and Lazaro are setting the tone for what’s to come, with hope and freshness as the central mood. As Loewe officially unveils the collection on October 3, during Paris Fashion Week, this teaser will be reinterpreted on a full scale. For now, the Spanish brand has opened the stage: a visual overture that invites us in, maintaining a connection to Loewe’s core —but through a renewed lens.
