LOEWE’s latest Spring/ Summer 2026 campaign — the first under its new Creative Directors Jack McCollough and Lazaro Hernandez — plunges into fresh waters, quite literally.
The Spanish heritage house conveys this season’s “confident, playful, sunlit and positive” beach-ready visual narrative with a set of water-splashed stars, including young actresses Isla Johnston, True Whitaker and previous GLASS cover star, Talia Ryder.
Isla Johnston for Loewe SS26
Punctuated by bright, sunny pops of colour, McCollough and Hernandez’s SS26 offering is perfectly primed for summer. Originally unveiled in Paris last October, their vibrant debut brought optimistic yellow sculptural dresses and swim-style shoes to the catwalk, alongside buoyant blue sportswear.
A far cry from Jonathan Anderson’s seismic tenure at the house, it also signals a small shift away from the pair’s design approach honed over 23 years at Proenza Schouler, fusing Loewe’s deep-rooted artisanal craftsmanship with their instinctually joyful and forward-facing ethos.
Talia Ryder for Loewe SS26
Rendered through a new series of “sexy and cerebral” images lensed by Talia Chetrit, tactile silhouettes are spotlighted by the sun’s rays and cast against a backdrop of nostalgic tiled walls. Heat-sealed leather jackets, fluid multilayer dresses and the slouchy Amazona 180 bag are captured in full glory, each fraught with an underlying seductiveness.
True Whitaker for Loewe SS26
Epitomised by the campaign’s glossy aqua shoes and contrasting coloured socks — dangled playfully into a pool — the message is one of rebirth, fluidity and “the sensation of wetness”. With the duo’s sophomore show set to take place on March 6, we’ll soon see if their vision for Loewe will sink or swim.
by Ella O’Gorman