For LOEWE’s Spring Summer 2027 precollection campaign, Madrid becomes more than a backdrop. Photographed by Talia Chetrit, the images move through the city’s tapas bars, grocery stalls, subway stations, and modernist buildings, bringing creative directors Jack McCollough and Lazaro Hernandez’s evolving vision for the house into the rhythm of everyday life.
Starring actors Diego Calva, Victoria Luengo, and Kristine Frøseth and LOEWE brand ambassador Jiang Qiming, the campaign finds its character in unexpected juxtapositions. Chetrit plays with colour, texture, and perspective, matching a yellow polo shirt to a shop shutter or orange trousers to the city’s balcony awnings. Low angles, close crops, and distorted reflections give familiar surroundings an offbeat quality, echoing the collection’s approach to dressing.
That same sensibility carries into the clothes. Collegiate and utilitarian references are reworked through layered shirting, unconventional knitwear, lightweight technical tailoring, and checks and stripes across cottons, flannels, and performance fabrics. The accessories make an equally strong impression. The Amazona 180 returns in new colours and grained leather, while the new Flamenco Flap introduces a supple silhouette and a fresh interpretation of the line’s signature knotted detailing. Elsewhere, tufting and embroidery add tactile depth to seasonal patterns.
An accompanying film, set to an intense electronic soundtrack by Frederick Sanchez, follows the cast through Madrid’s streets and interiors. Rapid shifts in perspective and close-up shots of moving bodies and swinging bags bring a physicality to the collection, capturing not just how the pieces look, but how they move.
Even the campaign’s still lifes feel a little unexpected. Open mussel shells and translucent ice sit against electric blue and pink surfaces, extending LOEWE’s ongoing interest in the meeting of natural forms, colour, and material.
Across the photographs and film, the result feels instinctive rather than overly constructed: a wardrobe grounded in craft, with enough eccentricity to make the everyday look entirely new.
The first drop of LOEWE’s Spring Summer 2027 precollection arrives in stores on October 27.