LOEWE’S SWEATY, SENSUAL TEASER LEAVES US WANTING MORE
words by PHOEBE GIBSON-DOUGALL
If fresh and bold is what you’re craving, look no further than Loewe. Today, the Spanish house dropped a teaser of their upcoming campaign, giving us a taste of what’s to come under the upcoming creative stewardship of Jack McCollough and Lazaro Hernandez.
The duo—founders behind cult New York label Proenza Schouler—are set to make their LOEWE debut on October 3 in Paris for the brand’s Spring-Summer collection. McCollough and Lazaro’s show is one of the season’s most anticipated, and if this series is anything to go by, it seems the pair are embracing the heat. The visuals, captured by photographer Talia Chetrit, are bright and sultry, dripping in all of summer’s hallmarks. A sweat-soaked shirt is plastered to a sun-browned torso, a ripe slice of grapefruit invites a bite. Then there are the faces, a cast of up-and-coming talent across the spheres of film and music who lend their youth to the campaign.
images courtesy of LOEWE
Of the teaser, McCollough and Lazaro said,
“Ahead of our first LOEWE collection, this teaser stands as an opening gesture, the outset of a new dialogue. The campaign begins to define a tone, a spirit, and the beginnings of an intent. In it lies a vibrancy and tactility rooted in craft that feels fundamental to the House, a sunniness and sensuality that feels inherent to its Spanish roots, and ultimately an optimism and spirit that we recognize as deeply personal to us as individuals. Together with Talia Chetrit we worked on images that begin to define this spirit and cast individuals whose fresh and nascent quality spoke to the idea of new beginnings, something hopeful and unfolding.”
images courtesy of LOEWE
If this was the intention, the pair have hit the mark. There’s promise in this teaser, not just of another ripe summer, but of a new dawn. Following the departure of Johnathan Anderson, questions surrounded LOEWE’s next move. It appears that McCollough and Hernandez are well-primed to take the helm, and are ready to bring a fresh, and wholly unique, energy to the label.
images courtesy of LOEWE
