LOEWE PRESENTS THE FIRST CAMPAIGN BY JACK MCCOLLOUGH AND LAZARO HERNANDEZ

PRESENTING SS26 CAMPAIGN: THE FIRST BY JACK MCCOLLOUGH & LAZARO HERNANDEZ

‘We’re building a visual language that feels personal: confident, playful, sundrenched, optimistic. It articulates an energy we recognize as intrinsic to LOEWE — joy, sensuality, and a modernity that feels instinctive rather than imposed.’

Jack McCollough and Lazaro Hernandez  

Energetic poses, vibrant colours, a positive spirit: the new LOEWE Spring Summer 2026 campaign, the first conceived by creative directors Jack McCollough and Lazaro Hernandez, is a visual expansion of the code set with the teaser images launched ahead of their debut show in October. Shot once again by Talia Chetrit, and brought to life by a cast of up-and-coming talents – theatre and cinema actors – whose energy and auteurship, and ways to turn physical prowess and presence into an art form, mirror both LOEWE’s ethos and the collection’s joyous spirit; the campaign conveys a feeling that is at once sexy and cerebral.

There is a carnal tension to the images: the bodycon physicality, the relationship between clothing and body, the texture of both skin and leathers all jump out of the pictures, which are shot outdoors, in broad sunlight to create strong graphic shadows, but also at night. Heat-sealed leather jackets are captured in their sculptural sensuality, shredded leather jeans reveal their innate tactility, fluid multilayer dresses and colourful tops casually draped around the body exude a gestural vitality. In the still life shots, the slouchy one-handle Amazona 180, the and glossy aqua shoes with contrasting socks are charged with tangible eroticism, their materiality a thing of seduction. The architecture and sets are barely visible and yet telling, drawing a modernist frame across the whole campaign. What sets the images apart is a sensation of wetness: water and the sea can be perceived, on the body or in the background. The result has a taut sultriness to it.

The Spring Summer 2026 campaign is featured in the latest issue of LOEWE’s quarterly magazine, arriving in stores from February 19. The Spring Summer 2026 collection arrives in stores and online on February 26.

Photographed by Talia Chetrit

LOEWE羅意威

2026春夏系列廣告大片

充滿張力的姿態、 鮮明的色彩與蓬勃向上的精神， 共同構成全新LOEWE羅意威2026春夏系

列廣告大片的視覺核心。 該支由創意總監Jack McCollough與Lazaro Hernandez首度執

掌的廣告大片延續了去年10月首秀預告影像所確立的視覺語言。 邀請攝影師Talia Chetrit再

度掌鏡， 並由一眾在戲劇與電影領域嶄露頭角的新生代演員與藝術創作者共同演繹——他們

的能量與主體意識， 以及將身體力量與自覺轉化為藝術表達的方式， 都與LOEWE羅意威的

品牌精神及系列所蘊含的明快氛圍彼此呼應， 在性感與智性間取得精妙平衡。 感官張力湧動

畫面之中 ： 修身廓形的剪裁、 服裝與身體之間的互動， 以及肌膚與皮革的觸感， 在鏡頭下被清

晰捕捉。 影像置於強烈的戶外日光與夜色交替下拍攝， 幾何般的鮮明陰影貫穿始終。 熱壓封合

皮革夾克呈現出雕塑般的觸感； 撕裂皮革牛仔褲釋放其天然的觸覺張力； 層疊流動連衣裙與

彩色上衣隨意披搭於身， 姿態鮮活而充滿生命力； 材質本身亦成為一種誘人的語言 ： 靜物廣告

片中， 廓形松弛自然的Amazona 180手袋、 網眼手袋， 以及搭配撞色襪履的橡膠高跟鞋， 同

樣散發著清晰可感的吸引力。 建築與布景在畫面中若隱若現， 卻帶有清晰的指向， 為整組廣告

建立起現代主義的框架。 影像最為獨特之處， 在於對濕潤感的細膩體察： 水與海的意象始終

縈繞——或停駐於身體之上， 或隱現於背景之間， 營造出渴盼而赤誠的氣息。

“ 我們正在建立一種屬於自身， 環環相扣的視覺語言 ： 自信、 趣味、 充滿陽光與樂觀精神。 它

所傳達的能量， 正是我們所認知並視為 LOEWE 羅意威與生俱來的特質——喜悅、 感性， 以及

一種源於本能、 而非刻意塑造的氣質 。”

——創意總監Jack McCollough與Lazaro Hernandez

欲了解更多信息， 敬請訪問loewe.com

LOEWE羅意威2026春夏系列廣告大片將刊登於最新一期品牌季度雜志， 於2月19日起可於

線下門店取閱。 全新2026春夏系列將於2月26日起同步登陸線下及線上精品店。