Loewe hints at new universe with colourful, sensual campaign

In a season marked by the arrival of new creative directors at leading luxury fashion houses, one of the most anticipated debuts is that of Jack McCollough and Lazaro Hernandez (the founding duo behind Proenza Schouler) at Loewe. As a ‘teaser’, the Spanish-founded house, owned by LVMH, has unveiled a campaign on its social media that hints at its new creative universe. McCollough and Hernandez will present their first collection for Loewe on October 3, as part of the Paris Fashion Week schedule.

Shot by American photographer Talia Chetrit, whose contemporary art practice explores intimacy, performance and identity, the campaign features actors Erin Kellyman, Eva Victor, Isla Johnston, Lewis Gribben, Megan Northam, Théodore Pellerin and Orlando Norman.

“Ahead of our first collection with Loewe, this ‘teaser’ is presented as an inaugural gesture, the beginning of a new dialogue. The campaign begins to define a tone, a spirit, and the first strokes of an intention. It manifests a vitality and a tactile sensibility rooted in craftsmanship that are fundamental to the house; a luminosity and a sensuality intrinsic to its Spanish roots; and, ultimately, an optimism and a spirit that we recognise as deeply personal to us as individuals,” McCollough and Hernandez said in a statement.

“Together with Talia Chetrit, we worked on images that begin to give shape to this spirit, selecting people whose freshness and nascent quality conveyed the idea of new beginnings: something hopeful and in the making,” they concluded.

Bright, vibrant colours, high-contrast imagery and glimpses of Loewe classics, such as its Flamenco bag, make up this campaign which, just days before the Proenza Schouler co-founders’ debut at the house, suggests the direction it will take under the new creative leadership after Jonathan Anderson’s departure last March to take the reins at Dior.