Inside Jack McCollough and Lazaro Hernandez’s First Campaign for Loewe

When former co-creative directors and founders of Proenza Schouler, Jack McCollough and Lazaro Hernandez, debuted their first collection for Loewe at Paris Fashion Week last fall, it was immediately clear that a new era of Loewe was beginning.

The duo did what few creative directors are able to master in one season—they redefined the Loewe identity, breathing new life into the House’s most important codes while keeping its heritage intact. Still, the design duo flooded the collection with hints of their own aesthetic, including codes of American sportswear.

Today, we not only have a closer look at Loewe’s Spring 2026 collection, but also a more in-depth picture of McCollough and Hernandez’s artistic vision for the House with the debut of the duo’s first-ever campaign for Loewe.

The Visual Language of the New Loewe

“We’re building a visual language that feels personal: confident, playful, sun-drenched, 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

The images, which further expand on the visual codes introduced in the teaser for the Spring 2026 show, were lensed by American fine art photographer Talia Chetrit. They emphasize dynamic poses and bold colors, exploring how clothing relates to the body and the way we move.

Introduced in this campaign is the Amazona 180, a new take on a heritage design from McCollough and Hernandez, celebrating Loewe’s 180-year anniversary. The slouchy, chic one-handle bag is introduced in bold colors and neutrals alike and is set to be one of the biggest new handbag releases of 2026. More below!

McCollough and Hernandez’s Vision for the House