LOEWE FW26

LOEWE FW26 shifts the campaign into a territory where the image no longer functions as representation, but becomes a physical state. The series, photographed by Talia Chetrit and developed under the creative direction of Jack McCollough and Lazaro Hernandez, unfolds within the volcanic landscapes of Tenerife as an active system where body, garment, and environment operate on the same material plane.

The landscape is not used as a backdrop, but as a structure.

Rock, light, and matter define the visual language from within, establishing a constant tension between the solid and the soft, the organic and the constructed. In this context, the garments do not separate themselves from the environment, but instead seem to continue its process of erosion.

The light is direct and unmediated. It does not create atmosphere, but exposure.

Everything appears in a carefully calibrated state of rawness, where contrasts are sharp, shadows dense, and the surfaces of skin, leather, and stone revealed without filtration.

The body abandons the idea of pose and moves closer to gesture. The composition does not construct scenes, but captures transitional moments: twisted torsos, displaced layers, garments opened by movement. The image is built from the unfinished, as if everything were happening slightly outside the frame.

Color erupts within this mineral system. Acid yellows, synthetic greens, and electric blues interrupt the landscape, generating a constant tension between the natural and the artificial, the given and the added.

The accessories, especially the bags, move toward a sculptural language. They swell, deform, and lose rigidity. Their identity oscillates between product and form, between utility and presence.

Taken as a whole, the campaign does not construct a narrative, but rather a state of friction between fashion, body, and terrain.