Jack McCollough and Lazaro Hernandez take the fashion house to the snowy heart of Mont Blanc. The Loewe 2026/2027 campaign does not choose a safe backdrop. Jack McCollough and Lazaro Hernandez, who are now leading the brand’s new creative direction, transport the collection to one of the most demanding locations imaginable for a fashion shoot. On Pointe Helbronner in the Mont Blanc massif, at an altitude of 3,470 meters. Behind the lens was Talia Chetrit, and the mountain, snow, wind, and fog became part of the very language of the campaign.
Loewe tests its new identity in extreme conditions
The new
At an altitude of 3,470 meters, everything becomes more vivid. Intense colors contrast with the whiteness of the snow, leather and suede gain an almost tangible presence, and oversized silhouettes look as if they were created precisely to face the cold and unpredictable weather. The campaign presents the collection through movement, tension, and interaction with the surroundings, rather than constructing a classic tale of a luxurious winter setting.
Talia Chetrit instead of a postcard from the Alps
Talia Chetrit doesn’t photograph Mont Blanc like a tourist postcard. Her frames are close, dense, and at times almost claustrophobic. Snow, metal structures, railings, black surfaces, and elements of Alpine architecture enter into a direct dialogue with the clothes. Instead of monumental panoramas, the physicality of the place emerges.
It is precisely for this reason that the clothes do not get lost in the spectacular landscape. On the contrary — they begin to compete with it. Electric blue, acid yellow, intense green, and orange appear against the snow almost like warning signals.
In one of the most distinctive looks, Julia Garner appears in a voluminous orange parka, its color almost slicing through the white landscape. Sporty silhouettes, gloves, glasses, heavy footwear, and oversized outerwear ensure the collection remains deeply connected to the physicality of the place.
Julia Garner, Lil Yachty and Cosima von Bonin at the center of the campaign
Julia Garner, Théodore Pellerin, Lil Yachty, Laïka Blanc-Francard, Beau Gadsdon, Nyawurh Chuol, Carin Herven, and Siegfried Blanche appear in the campaign. Artist Cosima von Bonin also plays an important role, with her work becoming one of the key points of reference for the new chapter of Loewe.
The presence of von Bonin is not a random artistic addition. Her distinctive, somewhat absurd and deliberately “lazy” animals appear in the world of the collection as well as on accessories. Juxtaposed with the raw landscape of Mont Blanc, they create an intriguing contrast. Mountains associated with effort, endurance, and conquering peaks meet here with an aesthetic of humor, homeliness, and controlled nonchalance.
This is one of the most interesting elements of Loewe’s new strategy: instead of choosing between art, craftsmanship, fashion, and everyday life, the brand tries to bring them together in a single vision.
Loewe craftsmanship comes to the forefront
The extreme environment also works to the advantage of the product itself. The campaign clearly showcases the materials, textures, and construction of the clothing and accessories. Suede, leather, shearling, and knits are given a strong, natural backdrop in the form of ice, snow, and metal.
The elements inspired by the work of Cosima von Bonin are particularly intriguing. Her graphic motifs are translated onto leather using the intarsia technique, showcasing Loewe’s craftsmanship without the need to construct a traditional narrative of luxury around it.
Continuity instead of a radical break
Perhaps the most interesting thing about the Loewe 2026/2027 campaign is what it doesn’t include. McCollough and Hernandez aren’t trying at all costs to create the impression of a complete reset.
The campaign revisits motifs familiar from Talia Chetrit’s previous work for Loewe — including colorful ice and frosted fruit. This time, however, they are rescaled and placed in a new context. The ice may resemble miniature mountain peaks, while the fruit looks like preserved discoveries from another world.
This is a subtle way to show change. A new chapter doesn’t have to mean erasing the previous one.
Loewe under pressure — and that’s exactly the point
The campaign for the autumn–winter 2026/2027 season is therefore a story about fashion, but also about the creative process. Altitude, temperature, and weather become a metaphor for the situation Loewe finds itself in today: the brand maintains its own codes, but explores how they might function after a change in creative direction.
McCollough and Hernandez propose a language based on movement, volume, athletic references, color, and bodily tension. Instead of smoothing out this vision, Talia Chetrit allows it to collide with reality.
And that’s exactly why The Loewe 2026/2027 Campaign works best when it stops being just a spectacular mountain photoshoot. Mont Blanc isn’t just a backdrop here. It’s a challenge.
At an altitude of 3,470 meters, it’s hard to hide anything. And perhaps that’s exactly what the new Loewe is all about.
