LOEWE’s New Era Begins at 3,470 Metres Above Sea Level

Luxury usually arrives in a controlled environment: immaculate salons, carefully lit runways and vitrines polished to perfection. For Fall/Winter 2026, LOEWE has chosen the opposite. The house’s latest campaign climbs to Pointe Helbronner in the Mont Blanc Massif, where sudden snowfall, shifting mist and exposed granite put fashion—and a new creative direction—under pressure.

Photographed by Talia Chetrit at an altitude of 3,470 metres, the campaign marks the first collection for LOEWE by Jack McCollough and Lazaro Hernandez. It is a striking opening statement. Rather than easing into the house with a familiar studio portrait, the designers place their vision in an environment too vast and volatile to be domesticated.

That tension is precisely what makes the images persuasive. Against an almost colourless expanse of ice and snow, LOEWE’s palette becomes electric. Bright yellow knitwear cuts through the whiteout; sculptural shearling coats and oversized mittens bring warmth at an architectural scale. Inflatable parkas, Storm boots, Dive slingbacks and wraparound Shield sunglasses introduce a sporting edge, but this is not conventional alpine dressing. It is mountain equipment translated through the surreal, tactile language of a luxury house.

The result suggests a compelling direction for LOEWE: craft that does not need precious staging to prove its value. Supple leather, suede and intarsia are placed beside crisp, matte and reflective surfaces, allowing texture to carry as much visual weight as silhouette. Even the new suede Amazona 180 appears less like an accessory than an object discovered in the landscape.

Chetrit’s photography heightens that sense of discovery. Bags are isolated against mountain architecture, while coloured ice cubes return as miniature peaks and fruit appears suspended inside crystalline frost. As visibility narrows, familiar products become strange again. It is a clever luxury proposition at a time when true desirability increasingly depends on an object’s ability to hold attention, not simply display a logo.

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Art also sits at the centre of this new chapter. German artist Cosima von Bonin, whose visual universe informed the Fall/Winter 2026 show space, has inspired a limited-edition capsule spanning the Amazona 180, Puzzle and Flamenco. Her whimsical animals, florals, graphic checks and vivid colour combinations are rendered through intricate leather intarsia, transforming playful motifs into demonstrations of serious technique.

The campaign’s cast reflects the same creative breadth. LOEWE ambassadors Julia Garner and Théodore Pellerin appear alongside Lil Yachty, Laïka Blanc-Francard, Beau Gadsdon, models Nyawurh Chuol, Carin Herven and Siegfried Blanche, with von Bonin herself joining the ensemble. Rather than presenting one fixed ideal of the LOEWE wearer, the images propose a community connected by curiosity, movement and a willingness to experiment.

McCollough and Hernandez describe the campaign as an exploration of craft “at altitude”, where colour and form become almost surreal. That phrase captures the collection’s most interesting idea. Mont Blanc does not merely make the clothes look dramatic; it strips away the usual visual noise and asks what remains. The answer is colour, material, shape and movement—the essential ingredients of fashion, sharpened by extreme surroundings.

For LOEWE, the ascent feels symbolic. The house is entering a closely watched new era, and its incoming designers have chosen not to announce themselves with nostalgia. Instead, they have taken the codes of leathercraft, eccentricity and artistic collaboration into thinner air. The Fall/Winter 2026 campaign makes ambition visible: playful yet rigorous, luxurious yet exposed, and confident enough to let nature challenge the clothes.

LOEWE’s Fall/Winter 2026 collection is available in stores and online from 24 August 2026.