When Jack McCollough and Lazaro Hernandez—the former co-creative directors and founders of Proenza Schouler—presented their debut collection for Loewe during Paris Fashion Week last fall, the message was clear: a fresh chapter for the House had arrived.
In just one season, the pair accomplished what many creative directors spend years attempting, reshaping Loewe’s identity while preserving the heritage and craftsmanship at its core. At the same time, McCollough and Hernandez subtly wove signatures of their own design language into the collection, incorporating refined takes on American sportswear throughout.
A New Chapter for Loewe
With each new season, the pair continues to cement its vision for Loewe, and new campaign images reveal what’s to come from the label’s Pre-Fall 2026 collection. Lensed by Talia Chetrit, Loewe’s latest campaign further develops the brand’s new visual language under Lazaro Hernandez and Jack McCollough.
Against the volcanic rocks of Tenerife, Spain, the images reveal the collection’s bold colors and strong proportions. Layered clothing, Loewe’s signature leathers, and reimagined sportswear take center stage through the House’s distinct lens.
Inside Loewe’s Pre-Fall 2026 Collection
The images also offer a closer look at Loewe’s evolving leather goods direction, with a focus on the new Amazona 180, introduced in a medium size, and the iconic Flamenco bag, reimagined with layered leather for a tactile spin on a brand classic. Elsewhere, potential new House staples are unveiled, including the mini Cala bag and the new Scarf bag, both of which emphasize Loewe’s enduring commitment to leathercraft.
Discover more from the Pre-Fall 2026 collection below, arriving in stores and online beginning May 28.
expands the house of vision of..boring?
Reminds me of the old Gucci adds in the Tom Ford era
The sling back is nice, but that’s about it.
Boring and uninspired.
I think that little by little they are managing to unite the roots of a European house and enhanced by a Northern Irishman with the most casual and chic style of Americans. That’s difficult but they have done it.