Review of Loewe Fall 2026 Ad Campaign by Creative Director of Agency X with Photographer Y with models Z
Creative succession often begins with a question of perspective: how far can a house move while keeping its identity legible? For Fall 2026, Jack McCollough and Lazaro Hernandez give that question an altitude. Photographed by Talia Chetrit at Pointe Helbronner in the Mont Blanc Massif, the campaign places their evolving Loewe under snow, mist, wind, and the pressure of a landscape that refuses to behave. At 3,470 metres, transition becomes a physical condition. Every creative decision appears exposed.
Mountains traditionally invite the sublime, with all its awe, solitude, and heroic scale. Chetrit sidesteps postcard grandeur. Panorama recedes as weather, snowbanks, black tarpaulins, railings, and mountain architecture press close to the cast. That decision gives the campaign its nerve. Altitude becomes a working material, sharpening colour, collapsing depth, reddening skin, catching breath, and making supple leather seem almost warm to the touch. Orange, acid yellow, floral green, and electric blue behave like signals against the white.
McCollough and Hernandez use that exposure to clarify their growing vocabulary of athletic gesture, eccentric sportswear, expressive volume, and bodily tension. Models stretch and brace themselves in the snow. Julia Garner meets the Alpine chill inside an inflatable orange parka. Artist Cosima von Bonin appears close enough for age, breath, glasses, and weather to register. The cast draws performance, art, music, and fashion into the same expedition, yet each figure retains a distinct presence. Their movements carry deliberate awkwardness, as though the mountain has become an unusually demanding studio partner.
The environment also makes craft tangible. Suede bags acquire warmth against steel and ice, shearling appears almost animate, and intarsia translates von Bonin’s creatures and graphic motifs into leather with impressive clarity. Her participation brings conceptual ballast to the collection. The artist’s famously lazy animals introduce wit into a landscape historically associated with conquest and endurance. The sublime meets the sofa creature, and Loewe comfortably accommodates both.
The campaign’s expansiveness occasionally disperses its central argument. Portraits, product studies, frozen fruit, coloured ice, artist collaborations, and Alpine architecture each ask for attention. Some of the still lifes operate as witty punctuation, while others feel connected through visual association alone. The oversized, colour-shifting Loewe wordmark gives the series graphic cohesion, though it can compete with the material intelligence the photographs are designed to reveal. A slightly stricter edit could have made the expedition feel more cumulative, with each image advancing the journey.
What holds the campaign together is its treatment of continuity as a creative medium. Coloured ice cubes and frosted fruit return from earlier seasons, now behaving like miniature peaks and preserved specimens. Familiar gestures have been carried into harsher air and allowed to change temperature, scale, and rhythm. That feels significant for McCollough and Hernandez. Their task is to inherit one of fashion’s most distinctive visual languages and discover how it behaves under new pressure.
Loewe’s Fall 2026 campaign makes altitude both a location and an editorial test. Chetrit finds boldness in exposure and keeps adventure suitably strange. At the summit, the house faces the question every new creative chapter eventually meets: once perspective has been gained, where does the next step lead?
Loewe Creative Directors | Jack McCollough, Lazaro Hernandez
Photographer | Talia Chetrit
Director | Julian Klincewicz
Campaign Cast | Julia Garner, Théodore Pellerin, Lil Yachty, Laïka Blanc-Francard, Beau Gadsdon, Nyawurh Chuol, Carin Herven, Siegfried Blanche, Cosima von Bonin
Artist | Cosima von Bonin
Location | Pointe Helbronner, Mont Blanc Massif