LOEWE has always known how to make strangeness look expensive. Under Jack McCollough and Lazaro Hernandez, the house’s new chapter continues that tension: craft and distortion, polish and play, elegance and something slightly off-kilter.
For Fall/Winter 2026, LOEWE climbs into the Alps, setting its latest campaign against the frozen landscapes of the Mont Blanc massif. Shot by Talia Chetrit, the images place Lil Yachty and Julia Garner at the centre of a cold, cinematic world where snow, ice, colour, and oversized silhouettes collide.
The casting feels deliberate. Lil Yachty has increasingly moved through fashion with the ease of someone who understands image as performance, not decoration. Beside him, Julia Garner, a global ambassador for the house, brings a sharper, more filmic kind of presence. Together, they make the campaign feel less like a simple seasonal shoot and more like a strange expedition into LOEWE’s new visual language.
The landscape does a lot of the work. Against the snow and rock of Mont Blanc, the collection’s vivid colours become almost surreal. Yellow takes on a central role, echoing the jacket worn by Lil Yachty at LOEWE’s Paris show and turning brightness into a kind of signature signal against the cold.
The campaign also continues the house’s interest in athletic poses, expressive volumes, and sportswear codes. As the cast moves through the alpine setting, the clothes appear both functional and theatrical: made for motion, but also for being looked at. The body becomes active, sculptural, and slightly absurd inside the landscape.
Accessories remain central to the story. Special editions of LOEWE’s Amazona 180, Puzzle, and Flamenco bags appear across the campaign, translating the house’s leather-goods icons into this colder, more cinematic atmosphere. Elsewhere, familiar LOEWE motifs return in altered form: coloured ice cubes resemble miniature mountain peaks, while fruit appears coated in crystalline frost.
