Loewe Teases New Era Under Proenza Schouler Designers with Star-Studded Campaign
In a season notably marked by significant shifts in creative leadership across leading luxury fashion houses, one of the most keenly anticipated debuts is that of Jack McCollough and Lazaro Hernandez at Loewe. The duo, widely recognized as the founding forces behind the acclaimed label Proenza Schouler, are poised to usher in a new era for the Spanish-founded brand. As a precursor to their official collection, Loewe, under the ownership of LVMH, has launched an intriguing campaign across its social media platforms, offering an initial glimpse into their evolving creative universe.
McCollough and Hernandez are scheduled to unveil their inaugural collection for Loewe on October 3rd, a highlight within the prestigious Paris Fashion Week calendar. This strategic "teaser" campaign is designed to set the stage, hinting at the aesthetic and philosophical direction the house will embark upon under their fresh artistic vision. It serves as a digital prelude, building anticipation for what promises to be a significant moment in the fashion world.
The campaign itself is a striking visual narrative, meticulously crafted by American photographer Talia Chetrit, whose contemporary art practice is deeply rooted in exploring themes of intimacy, performance, and identity. Featured prominently are a diverse ensemble of actors, including Erin Kellyman, Eva Victor, Isla Johnston, Lewis Gribben, Megan Northam, Théodore Pellerin, and Orlando Norman, each contributing to the campaign's evocative and multifaceted portrayal.
In a joint statement, McCollough and Hernandez articulated their vision, describing this initial campaign as "an inaugural gesture, the beginning of a new dialogue." They emphasized its role in laying down the foundational elements of their tenure, stating, "The campaign begins to define a tone, a spirit, and the first strokes of an intention." This initial communication is designed to be more than just imagery; it's a declaration of intent for Loewe's future.
The designers further elaborated on the core principles guiding their approach, highlighting a manifest "vitality and a tactile sensibility rooted in craftsmanship that are fundamental to the house." They also underscored a "luminosity and a sensuality intrinsic to its Spanish roots," alongside an "optimism and a spirit that we recognise as deeply personal to us as individuals." These elements, they suggest, will be pivotal in defining Loewe's new identity.
Reflecting on their collaborative process, the duo shared their experience of working with Talia Chetrit on images designed "to give shape to this spirit." Their selection of talent was deliberate, choosing individuals "whose freshness and nascent quality conveyed the idea of new beginnings: something hopeful and in the making," reinforcing the campaign's central theme of fresh starts and future promise.
Visually, the campaign is characterized by its use of bright, vibrant colours and high-contrast imagery, capturing attention with a dynamic and modern aesthetic. It also offers tantalizing glimpses of Loewe classics, such as its iconic Flamenco bag, subtly weaving heritage into the contemporary narrative. Released just days before the Proenza Schouler co-founders' much-anticipated debut, this campaign strongly suggests the exciting new direction Loewe is poised to embrace under its new creative leadership, following Jonathan Anderson's departure last March to assume the reins at Dior.
