Nobody has ever looked quite this good buying groceries. In Loewe’s latest Spring/Summer 2027 precollection campaign, actress Victoria Luengo makes a convincing case for bringing high fashion to the local market, where a burst of yellow, a flash of red leather and an oversized silhouette feel just as natural as the daily shop. After all, why save your best look for somewhere special when the fruit stall will do? The Spanish house returns to the city where it all began, taking over Madrid’s markets, modernist buildings, metro stations and tiled tapas bars. Photographed by Talia Chetrit and filmed by Julian Klincewicz, the campaign stars Luengo alongside Diego Calva, Kristine Frøseth and Loewe brand ambassador Jiang Qiming, capturing the city through a lens that feels spontaneous, irreverent and full of life.
Colour is the main character. Yellow, purple, orange, green and red collide in a bright, bold palette. A yellow polo echoes a shop shutter, orange trousers pick up the tones of balcony awnings, and red leather pops against pale yellow surfaces. Even the city’s tiled walls and geometric architecture seem to join in, creating a visual conversation between the collection and its surroundings. Madrid has rarely looked this good.
Under the creative direction of Jack McCollough and Lazaro Hernandez, everyday pieces get a fresh twist. Shirts and knitwear come together in unexpected ways, while lightweight fabrics give tailoring a more relaxed feel. Checks, stripes and playful layers add interest to the collection, creating looks that feel effortless and modern. The accessories continue this play between softness and structure. The Amazona 180 returns in fresh colours and grained leather, while the new Flamenco Flap introduces a fluid, feminine silhouette that reimagines the house’s signature knots as interlocking metal. Elsewhere, the Flamenco’s soft folds contrast with the rigid geometry of Madrid’s mosaics, while embroidery and tufted details bring another layer of texture to the collection.
Chetrit plays with low angles, tight crops and the distortions of a convex mirror, turning familiar corners into something slightly surreal. The accompanying film takes this restless energy further, following the protagonists through streets, metro stations and interiors to an electronic soundtrack by Frederick Sanchez. Coats swing open, bags brush against hips, and sudden turns and direct glances give the footage an attitude that feels more like a night out in Madrid than a traditional fashion campaign. Even the still-life images refuse to play by the rules. Open mussel shells sit beside translucent ice on electric-blue and pink surfaces, bringing unexpected textures and vivid contrasts into the mix. The images extend the campaign’s attention to unlikely details, moving between handcrafted bags and the everyday objects that make up the world around them.
With its vivid colours, tactile craftsmanship and distinctly Madrid attitude, the campaign turns dressing for the everyday into an occasion. Sometimes, the best place to show off a great outfit is the fruit aisle.
