LOEWE Dresses Royal Spanish Football Federation Thru 2030 FIFA World Cup
/
In late May, 2026 LOEWE creative directors Jack McCollough and Lazaro Hernandez, founders of New York-based Proenza Schouler, shared one of their first major high-profile, non-runway cultural projects since stepping into the helm of the LVMH-owned Spanish luxury house after Jonathan Anderson’s move to the creative director’s position at Dior.
This is the first time in LOEWE’s 180-year history that the brand is serving as an official tailor for a national sports federation. The initial four-year agreement with the Royal Spanish Football Federation secures LOEWE’s spot as the official off-pitch and travel wardrobe partner through 2030.
Spain remains in the 2026 FIFA World Cup tournament across North America, meeting Belgium on Friday in the Quarterfinals of the games. Spain is also the host country for the 2030 World Cup, which is included in this initial agreement.
Players Nico Williams, Pau Cubarsí, Pedri, Rodri and Unai Simón are photographed at the national training ground at Las Rozas, outside Madrid. Bruno Staub is behind the lens with styling by Jay Massacret.
Instead of direct text, LOEWE sewed the team’s bright red Anagram logo into the sleeve linings of the tailored suits. This discreet signifier of wearer status is only visible when the arm moves. You can see it on Pau Cubarsi’s left sleeve above.
LOEWE is also dressing Spain’s professional female football players and their tournament play.
Growing Trend of Discreet Messages
This subtle branding makes AOC think of the discreet messages sewn into the linings of select Fall 2026 Fendi styles by former Dior creative director Maria Grazia Chiuri, now creative director of the house. It’s Chiuri’s way of carrying her pro-women’s rights messaging forward, as Dior seeks to banish its decade-long connection with feminism under Jonathan Anderson’s new point of view.
Yes, we do have growing evidence that the Dior decision could be bad news, as Chanel runs to Dior VICs with open arms and an increase in annual support for women and girls from $25 million to $125 million. Feminism is not a banned word at Chanel, as it is at Dior.