Loewe reveals first campaign under new direction

The first full statement

Loewe presents the first campaign developed for the house by Jack McCollough and Lazaro Hernandez, its creative directors since 2025.^{1, 2} A debut collection reveals a designer's clothes; a debut campaign reveals how the house intends to present itself, and it is often the clearer signal of direction. For a brand whose recent identity was shaped as much by imagery and art direction as by product, this first campaign is a defining moment in the transition from the Jonathan Anderson era.

The campaign follows the directors' runway debut, the spring/summer 2026 collection shown in October 2025, and gives their vision a considered, controlled form.^{1, 3} Where a runway show is read in the moment, a campaign is composed: it fixes the tone, the casting, the photographic language and the relationship between product and image that the house wants to own. This is the first time the new team has set all of those elements at once.

A language of their own

The directors present the work as their own rather than as a continuation: they describe "a completely personal visual language" and say they want to grow the brand with their own vision rather than keep it "stagnant".¹ That is a deliberate choice, and not a risk free one. Loewe spent more than a decade building a distinctive visual world, and the equity in that world is substantial.⁴ Setting it aside entirely would risk the recognition the brand worked to earn, and the house frames the campaign as a "visual expansion" of codes first set out in the teasers for the October debut rather than a reset.¹

The campaign goes further than the debut collection, which observers described as extending the house's existing aesthetic rather than replacing it.³ Taken together, the collection and the campaign suggest a transition managed in stages: the collection stayed close to the inherited aesthetic, and the campaign is where the directors begin to assert a language of their own. For a house of Loewe's standing within LVMH, that measured pace protects value while the new leadership settles in.⁴

Why the campaign carries weight

In contemporary luxury, campaigns do heavy positioning work. They travel further than any single collection, reaching audiences who will never attend a show or enter a boutique, and they set the terms by which the brand is understood online and in the press. Under Anderson, Loewe used campaigns and cultural projects to build an identity that felt literate and art-minded, and that reputation became a genuine competitive asset. The new directors inherit both the tool and the expectation that comes with it.

The campaign therefore functions as a test of whether the house can sustain that reputation under different authorship. The question is not only whether the imagery is accomplished, but whether it continues to say something specific about Loewe rather than reverting to generic luxury codes. Maintaining a distinctive voice through a change of leadership is difficult, and it is precisely the challenge the brand set itself when it chose an established outside duo.⁵

Much also depends on execution over time. A single campaign, however accomplished, cannot settle the direction of a house on its own; it sets an intention that subsequent seasons must confirm. The value of this first outing lies in what it rules out and what it promises: it signals that the new directors intend to build a visual language of their own rather than keep the house within its inherited codes, and it commits them to developing that language in public, campaign by campaign.

A transition taking shape

The first campaign completes the opening phase of the new era. The appointment answered who would lead; the debut collection showed the product direction; the campaign now sets the brand's public face. Together they form the initial evidence base against which the industry will judge the succession, and they point toward a new authorship introduced in stages.

That trajectory carries both promise and risk. A personal visual language gives the new directors clear authorship, but it also raises the question of how much of the recognition and cultural standing Loewe accumulated over the previous decade will carry over. Managing that balance, honouring inherited equity while asserting a fresh point of view, is the central task of any high-profile succession, and the first campaign shows Loewe leaning toward the fresh point of view.

For now, the house has established its footing. The campaign confirms that the transition is proceeding in an orderly way and that a new creative partnership is growing into the role on its own terms. The collections and campaigns that follow will show how far the directors choose to move, but the starting position is clear: a personal language, introduced one step after a collection that stayed close to the house's codes. In a market where a change of creative director can unsettle a brand for years, that measured start is itself a meaningful signal.