MAKING CAPITAL: Daily life in Madrid is nearly as colorful as Loewe‘s pre-spring 2027 collection.
That’s the main takeaway from the campaign lensed by Talia Chetrit, who trained her lens on shop shutters nearly the same yellow as a polo shirt, balcony awnings on a modernist apartment block that echo the shade of orange trousers, and tiled tapas bars that share a similar geometry with checkered clothes and handbags.
Dropping Tuesday on Loewe’s digital channels, the images and videos star actors Diego Calva, Victoria Luengo, and Kristine Frøseth, plus Loewe brand ambassador Jiang Qiming.
Loewe’s creative directors Jack McCollough and Lazaro Hernandez have collaborated since Day One with Chetrit, a fine art photographer whose work is held in the permanent collections of the Whitney Museum of American Art and the Los Angeles County Museum of Art. Her work explores intimacy, performance and identity.
For the Loewe shoot, she captured the cast amidst Madrid’s grocery stalls, subways and highways, exalting “dynamic everyday surroundings, invigorated with a restless energy and an irreverent eye,” according to Loewe.
Leather goods also play a prominent role in the campaign, depicted against polished counters and painted metal security shutters.
Featured handbags include the Flamenco, the Amazona 180 in new colors and grained leather, plus the new Flamenco Flap model with an interlocking metal interpretation of the line’s signature knots.
An accompanying video campaign features an intense electronic soundtrack by Frederick Sanchez, heightening its urban vibe.
The pre-spring 2027 begins arriving in stores on Nov. 27.