Loewe Unveils Jack McCollough and Lazaro Hernandez’s First Campaign with Sporty Aesthetics and Carnal Tension

The new creative duo inaugurates their Loewe chapter with a luminous, sensual Spring 2026 campaign starring rising talents from film and theatre.

The first campaign signed by Loewe’s new creative directors, Jack McCollough and Lazaro Hernandez, confirms the visual shift previewed in their runway debut. Colour, athletic energy and a subtle yet palpable sensuality shape this narrative, captured by photographer Talia Chetrit.

Among the leading faces is brand ambassador Isla Johnston, whose wet hair and effortless attitude heighten the impact of a sculptural black leather jacket reminiscent of an unzipped wetsuit. The tiled setting, evoking swimming pools or public showers, reinforces the proposal’s summery and physical aesthetic.

Set to appear in the house’s quarterly magazine ahead of the Spring 2026 in-store launch, the campaign also brings together emerging talents such as Beau Gadsdon, Chen Duling, Talia Ryder and True Whitaker. The key accessory is the Amazona 180 bag, a relaxed one-handle silhouette that slouches open when left unfastened.

According to the brand, a “carnal tension” runs through the images: the interplay between skin and leather, body and garment, intensifies under direct sunlight as well as in nocturnal scenes. With this campaign, Loewe establishes a distinct visual language in which identity, desire and texture converse with contemporary ease.