Tapas bar, market, metro: Loewe returns to Madrid for its new campaign
Diego Calva, Victoria Luengo and Kristine Frøseth star in the campaign for Loewe's spring/summer 2027 precollection. The first drop arrives in stores on 12 November.
Graphic: TERRA WORLD NEWS (own graphic based on the sources listed)
Video: YouTube · LOEWE · youtube.com
Spanish fashion house Loewe has unveiled the campaign for its spring/summer 2027 precollection, returning to its home city of Madrid. Talia Chetrit took the photographs, Julian Klincewicz shot the accompanying film and Frédéric Sanchez composed the electronic soundtrack. In front of the camera are Mexican actor Diego Calva, Victoria Luengo, Kristine Frøseth and brand ambassador Jiang Qiming. The campaign was shot in bars, markets, metro stations and in front of modernist apartment buildings. The brand released the campaign film on its YouTube channel on 27 October.
The collection was designed by creative directors Jack McCollough and Lazaro Hernandez. According to METAL Magazine, yellow, purple, orange, green and red dominate the images. Among the bags, the Amazona 180 returns in new colours and grained leather, while the new Flamenco Flap has a softer shape and interlocking metal knots that reinterpret the house's signature knot.
According to XMAG, the ready-to-wear includes shirts layered over knitwear, generously cut trousers and technical fabrics. According to METAL Magazine, the campaign's still lifes show translucent ice and open mussels against electric blue and pink backdrops. The first drop of the precollection arrives in stores on 12 November, according to Hypebae and Design Scene.