LOEWE Takes Us to the Streets of Madrid
For its SS27 precollection, starring Diego Calva and Victoria Luengo.
Tapas bars, subway stations and bold sunshine hues; LOEWE is taking us for a spin around Madrid. For its Spring/Summer 2027 precollection campaign, the Spanish fashion house returns to its historic home, bringing creative directors Jack McCollough and Lazaro Hernandez’s evolving vision to the city’s bars, stalls and bustling city hotspots.
Photographed by Talia Chetrit and filmed by Julian Klincewicz, the campaign stars actors Diego Calva, Victoria Luengo and Kristine Frøseth, alongside brand ambassador Jiang Qiming. Rather than relying on a traditional studio setup, the visuals play with the colors and textures of everyday Madrid, with vibrant yellow shirts echoing shop shutters and orange trousers picking up the tones of balcony awnings.
Leather craftwork takes center stage, with the signature Amazona 180 appearing in fresh hues and grained fabrications, while the new Flamenco Flap introduces a softer silhouette and an updated interpretation of the bag’s knotted detailing. Elsewhere, collegiate staples and utilitarian pieces are altered through layered shirts, checks and stripes, giving the familiar wardrobe essentials that added edge.
The accompanying film turns up the energy with an electronic soundtrack by Frederick Sanchez, following the cast through the city with rapid camera movements and close-up shots that really showcase the relationship between clothing and the body. Balancing LOEWE’s craftsmanship with the spontaneity of everyday dressing, the campaign makes the ordinary feel anything but.
The first drop of the SS27 precollection arrives in stores on November 12, so head to the brand’s website to check it out.
In other news, Prada just released a hand-drawn campaign starring Sadie Sink.
