Review of Loewe Spring 2025 Ad Campaign by Photographer Talia Chetrit with models Eva Victor, Lewis Gribben, Isla Johnston, Megan Northam, Orlando Norman, Théodore Pellerin, and Erin Kellyman
With the unveiling of an intimate teaser series, Loewe has opted for restraint over spectacle for its Spring/Summer 2026 campaign, ahead of its October 3 Paris runway debut. Newly appointed creative directors Jack McCollough and Lazaro Hernandez, better known for their work at Proenza Schouler, enlisted photographer Talia Chetrit to capture the project. Featuring emerging actors Lewis Gribben, Isla Johnston, Megan Northam and Orlando Norman, Eva Victor, Théodore Pellerin and Erin Kellyman, the imagery signals not only a new chapter for the house but also a distinct tonal shift—one that leans into atmosphere, mood, and anticipation rather than a fully developed narrative. It positions Loewe at a reflective point, carefully balancing its artisanal heritage with an eye toward contemporary cultural relevance.
The visual language is spare yet tactile, a study in restraint that allows texture and form to become the protagonists. Chetrit’s lens captures a raw, unembellished light, where the emphasis falls less on overt styling and more on presence, attitude, and intimacy. There is a vibrancy at play, not through maximalist excess, but in the quiet intensity of framing—gestures, gazes, and color. These subtleties hint at Loewe’s Spanish roots of sensuality and craft. The focus on primary tones can be seen as a diversion of the previously known Loewe, and the imagery functions as a mood-board in motion, a whispered preview of the runway to come rather than an end in itself.
Strategically, this approach works on several levels. The heritage house opted to sustain its archives on social media with new content in addition to the brand’s favored presence from Jonathan Anderson’s time at the house, underscoring a commitment to brand history and narrative storytelling. Casting also threads the needle to this new era. The choice of rising actors rather than established faces reflects a desire to refresh Loewe’s cultural positioning by tapping into youth and discovery. The pared-back visuals reinforce McCollough and Hernandez’s stated intent to foreground tactility and craft, while aligning with the house’s reputation for intellectual subtlety. Yet, the campaign also runs the risk of underselling itself: by leaning too heavily on atmosphere and less of fashion, it may not immediately connect with a broader audience seeking clarity of vision or signature product storytelling. Still, as a teaser, its ambiguity may be precisely the point—inviting curiosity and speculation rather than offering easy answers.
Ultimately, Loewe’s Spring 2026 teaser achieves what it sets out to do: it primes the audience for a debut moment, creating a space of expectancy around the Oct. 3 show. Where other houses might rush to assert identity, Loewe here chooses a quieter confidence, one that trusts in the strength of its runway to complete the narrative. It’s a campaign that feels transitional yet deliberate, announcing not just a season but the sensibility of a new era—where tactility, discovery, and restraint form the foundation for what’s to come.
Loewe Creative Directors | Jack McCollough and Lazaro Hernandez
Art Directors | Carina Frey and Stefanie Barth
Photographer | Talia Chetrit
Stylist | Jodie Barnes
Models | Eva Victor, Lewis Gribben, Isla Johnston, Megan Northam, Orlando Norman, Théodore Pellerin, and Erin Kellyman