LOEWE Rediscovers Its Madrid Roots with Diego Calva Under the Creative Vision of Jack McCollough and Lazaro Hernandez for Spring/Summer 2027

LOEWE transforms the streets of Madrid into the setting for its new Spring/Summer 2027 campaign, starring Diego Calva, Victoria Luengo, Kristine Frøseth and Jiang Qiming.

LOEWE returns to its roots, with Madrid providing the backdrop for its new Spring/Summer 2027 campaign. Under the creative direction of Jack McCollough and Lazaro Hernandez, the Spanish fashion house presents a collection that brings together fashion, architecture and urban culture, with Mexican actor Diego Calva among its leading faces.

Photographed by Talia Chetrit and filmed by Julian Klincewicz, the campaign also features actors Victoria Luengo and Kristine Frøseth, alongside the house’s ambassador Jiang Qiming. The four explore different corners of Madrid, from bars and markets to underground stations, showcasing the collection in everyday settings that contrast with the sophistication of its designs.

Diego Calva’s involvement holds particular significance for XMAG. The actor recently appeared on our latest cover in an editorial production created in collaboration with LOEWE. That photoshoot already hinted at his growing relationship with the Spanish fashion house, which has now chosen him to front one of its major international campaigns.

Madrid and LOEWE’s New Design Codes

The pre-collection revisits some of the house’s most recognisable signatures, particularly its leather craftsmanship, while introducing fresh proportions, colours and sportswear influences. Standout accessories include the Flamenco bag, reimagined with checked patterns; the Amazona 180, presented in new grained leather finishes; and the Flamenco Flap, a supple silhouette featuring metallic details that reinterpret the brand’s signature knots.

For the ready-to-wear collection, McCollough and Hernandez embrace shirts layered with knitwear, generously proportioned trousers and technical fabrics that bring a fresh dimension to tailoring. Shades of yellow, orange and purple echo the colours of Madrid’s buildings and shopfronts, creating a visual connection between the collection and the city.

The campaign film, accompanied by an electronic soundtrack by Frederick Sanchez, completes this vision of a contemporary Madrid that retains its distinctive identity within LOEWE’s luxury universe.