Faces in the new LOEWE [IG] Pre-Fall 2026 campaign include actors Eva Victor, Isla Johnson and Levon Hawke. Add in entertainer Seydou Sarr with styling by Jodie Barnes and photographer Talia Chetrit [IG] is again behind the lens./ Hair by Holly Smith; makeup by Fara Homidi. Art directors Carina Frey & Stefanie Barth. Set designer Valerie Well.

Anne here. I just spent time going back through LOEWE under Jonathan Anderson. When you do that exercise on Models.com, the differences between the approach of Jack McCollough and Lazaro Hertnandez, creators of the New LOEWE, and Anderson’s old LOEWE are startling.

Not only is color a major element in New LOEWE, so is a sensual undercurrent that remains like a turtle sticking its head out from the safety of its shell. Still, there is a boldish sensual undercurrent at LOEWE not seen since Jonathan Anderson created those visually dazzling anthurium dresses and tops in the Spring/Summer 2023 Collection.

Several of us ladies were swooning with delight, but perhaps the shock of learning that deeply-sensual anthuriums are poisonous to pets and humans was too much for Anderson to process. Then again . . . perhaps he had night visitors.

New LOEWE is bolder and perhaps a bit brash. And yes, the guys believe LOEWE involves joy — which it hasn’t had for a long time. Joy is a Chanel value that Anne loves and so do the VICs.

Most of fashion’s elite insist that dour disdain is strongly preferred for a luxury brand campaign, but let the people rule on this one. We need some positivity in this world; and I haven’t seen Ralph Lauren take a fall over being a little bit happy in his marketing.

That 24% 2024 decline in revenues at LOEWE — when all the fashionistas were apoplectic with MGC for high single-digit declines at Dior — went generally unnoticed.

When your savior just ran a 24% decrease himself in the same year, maybe Maria Grazia Chiuri wasn’t so bad after all. To be clear, I want her exactly where she is at Fendi.

Commenting on the Pre-Fall 2026 release campaign shot in the Canary Islands, Jack and Lazaro explained:

“This campaign continues our exploration of craft at Loewe as a rigorous yet joyful act. We were drawn to the elemental energy of Tenerife: its vigour, its drama, the way this ancient volcanic landscape can sharpen senses and instincts — much like how we think about making and wearing clothes.”