LOEWE introduces Spring/Summer 2027 campaign set in Madrid
Talia Chetrit photographed the campaign, which features Diego Calva, Kristine Froseth, Victoria Luengo and brand ambassador Jiang Qiming.
Madrid provides the setting for LOEWE’s newly unveiled Spring/Summer 2027 precollection campaign. The cast brings together brand ambassador Jiang Qiming with Diego Calva, Kristine Froseth and Victoria Luengo, showcasing clothing by the house’s creative directors, Jack McCollough and Lazaro Hernandez.
Photographer Talia Chetrit shot the campaign in the Spanish capital, where LOEWE was founded. Its locations include subway stations, tapas bars, modernist apartment buildings and grocery stalls. The designs draw on utilitarian and collegiate clothing, pairing knitwear in layers with oversized coats, checks and technical tailoring.
Accessories include the newly introduced Flamenco Flap, a softly shaped bag with interlocking metal elements that reinterpret the Flamenco’s characteristic knots. The precollection also updates two existing bag designs, the Flamenco and the Amazona 180.
A film accompanying the photographs follows the cast around Madrid, moving between interiors and street settings to electronic music by Frederick Sanchez. The first drop from the precollection is available in stores.
