LOEWE launches its Spring Summer 2027 precollection campaign, photographed by Talia Chetrit in Madrid. Starring actors Diego Calva, Victoria Luengo, and Kristine Frøseth alongside LOEWE brand ambassador Jiang Qiming, the campaign brings Jack McCollough and Lazaro Hernandez’s evolving wardrobe to the historic home of LOEWE — and into the rhythms of daily life.
From tiled tapas bars and grocery stalls to Madrid’s subways, highways, and modernist apartment buildings, the House’s roots here find expression in dynamic everyday surroundings, invigorated with a restless energy and an irreverent eye. Continuing Chetrit’s playful exploration of colour and material, the images draw the collection into a visual dialogue with the city. Yellow moves from a polo shirt to a shop shutter and the glossy bodywork of a van. Orange trousers pick up the colour of balcony awnings, while window frames and mosaic walls echo the geometry of the collection’s checks.
Leathercraft comes into focus in images that place bags against polished counters and painted metal. The soft folds of a checked Flamenco bag disrupt a mosaic grid; red leather sharpens against a pale yellow shutter. The Amazona 180 evolves in new colours and grained leather, while tufting and embroidery give seasonal patterns tactile depth. The new Flamenco Flap introduces a supple, feminine silhouette with a new interlocking metal interpretation of the line’s signature knots.
Throughout, the city’s interior and exterior spaces are seen anew through low angles, close crops, and the distortions of a convex mirror. This shift in perspective finds a counterpart in the collection’s reimagining of collegiate and utilitarian archetypes. Shirts and sweaters merge; knitwear extends into shirting. Doubled layers and displaced details give familiar garments an offbeat character. Technical suiting lends tailoring lightness, while yarn-dyed checks and stripes bring definition to cottons, flannels, and lightweight performance fabrics. Captured in passing or held in close-up, these constructions invite a second look while remaining instinctive to wear.
The cast’s presence is assured, their attitudes lightly defiant. Leaning from a doorway or seated at a tapas bar counter, they make each LOEWE look their own: a generous brown coat over green shirting, Double L Cateye sunglasses beneath blue headwear, a purple jacket against the converging lines of a sunken road.
An intense electronic soundtrack by Frederick Sanchez gives the accompanying film its urban pulse. Rapid shifts in viewpoint follow the cast through streets, subways, and interiors, alternating direct gazes with abrupt turns and expansive gestures. Coats swing open, bags brush against hips, and bare legs move beneath short hems. The camera stays close to the body, finding sensuality in the contact between skin and clothing, and character in the way each piece is worn.
Still lifes extend this sensuality into studies of texture and light. Following the fruit, coloured ice cubes, and dripping honey of previous campaigns, open mussel shells here appear alongside translucent ice on electric blue and pink surfaces. Their pearlescent interiors bring a new expression to this evolving visual vocabulary.
Across photographs and film, everyday encounters take on a heightened intensity, bringing LOEWE’s experiments in craft close to the pleasures of getting dressed, and to the life that unfolds in the clothes.
The first drop of the Spring Summer 2027 precollection arrives in stores on 27 October.
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