Loewe unveils 1st McCollough & Hernandez campaign — Chinese netizens approve

What happened Loewe is turning a new page post-Jonathan Anderson. On Monday, the Spanish luxury house unveiled its first campaign by creative directors Jack McCollough and Lazaro Hernandez, reflecting its evolving stylistic codes. Shot by U.S. photographer Talia Chetrit, the Spring/Summer 2026 campaign is described by the duo as “confident, playful, sun-drenched, optimistic.” Capturing this energy are fresh faces from the theater and film world: Beau Gadsdon, Isla Johnston, Talia Ryder, True Whitaker, and Chinese actress Chen Duling, whose appearance caused a stir on local social media platforms. Vibrant colors, dynamic poses, and bold sun-cast shadows further define this visual language — one of joy, sensuality, and modernity. The rising stars don collection pieces including leather jackets, layered dresses, and booties in see-through PVC, along with new additions such as the Amazona 180 bag, reimagined with a slouchy silhouette for the brand’s 180-year anniversary, and the asymmetrical Grip sneaker. “We are building a tight visual language that’s all our own,” the creative leads added. First shown at Paris Fashion Week (PFW) in October 2025, the SS26 line will arrive online and in stores on February 26. The Jing Take Under Anderson’s 11-year helm, Loewe transformed from a small leather goods house into one of the most iconic names in luxury fashion. It was an era defined by surrealism, subversion, playfulness, producing whimsical pieces like the Tomato clutch, sculptural garments like the Anthurium flower top, and bestsellers such as the Puzzle bag. Now, McCollough and Hernandez are making the brand their own. As they describe in their PFW show notes, Spring 2026 “employs a visual language of reduced, sometimes sculptural forms and elemental color, drawn from sportswear archetypes and often expressed through the medium of leathercraft.” Though still playful through color and shapes, the collection is markedly more practical, as several Chinese netizens noted. “The collection is themed around ‘clarity, color, and sensual physicality,’ featuring a clash of primary colors and jarringly bright shades, like an Ellsworth Kelly painting brought to life,” posted one Xiaohongshu user. “Overall, the focus is on wearability — vacation-ready, but with an urban cool edge. It’s more accessible than the previous experimental aesthetic and guaranteed to turn heads.” “By returning to the brand’s craftsmanship, they seek to reconcile wearability and experimentation through bold, radical color harmonies, maintaining humor and optimism within restraint. Perhaps this is their best response to a conservative era,” wrote Chinese fashion blogger Jessica Xu when the collection was first revealed in Paris. Other Chinese netizens praised Loewe’s choice of ambassadors. Chen, who was named 2025 Shining Actor of the Year at the Weibo Awards, saw her shared post with the brand rack up more than 50,000 likes in under a day. “Loewe’s designs are always on point, representing the perfect blend of high fashion and wearability. Chen Duling pulls it off flawlessly, and the more you look at it, the more captivating it becomes,” commented another Xiaohongshu user. Under new creative leadership, Loewe continues to demonstrate its commitment to the Chinese market. Leading into the campaign, the house celebrated the Year of the Horse with an animated short film co-created with the Shanghai Animation Film Studio, a lantern festival pop-up in Nanjing, and special editions of the Puzzle bag and Amazona 31 bag, adorned with fringes and leather tassels. As parent company LVMH returns to growth in China, Loewe is stepping into this new chapter not only with a recalibrated image but also deeper cultural integration. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Loewe unveils 1st McCollough & Hernandez campaign — Chinese netizens approve