LOEWE Takes Its New Winter World 3,470 Metres Above Sea Level
LOEWE said fall/winter and apparently meant altitude. For its Fall Winter 2026 campaign, the Spanish House leaves the expected studio setup behind and heads all the way up to Pointe Helbronner in the Mont Blanc Massif, where the cast was photographed at elevations reaching roughly 3,470 metres.
Creative directors Jack McCollough and Lazaro Hernandez use the snow, ice and granite peaks as a stark backdrop for the second main-season collection of their LOEWE era, turning the Alpine landscape into a natural amplifier for saturated colour, exaggerated proportions and the House’s increasingly playful approach to craft.
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Into LOEWE’s New Winter Era
Fall Winter 2026 takes LOEWE’s experimental craft language into the mountains, mixing bold colour, technical outerwear and the House’s signature leather goods.
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Talia Chetrit Makes The Alps Look Almost Surreal
Photographer Talia Chetrit reunites with LOEWE for the campaign, using the nearly all-white mountain setting to make the collection’s colour and material choices land harder. Bright knits, shearling, technical outerwear and sculptural accessories stand out against the snow instead of competing with an elaborate set.
McCollough and Hernandez described the project as a continuation of their exploration of craft at LOEWE — this time pushed into an unpredictable high-altitude environment where colour and form become more vivid. It is basically the most expensive possible version of taking your new coat outside to see how it photographs.
Julia Garner, Théodore Pellerin And Lil Yachty Join The Climb
The full campaign cast stretches well beyond the three names in the original draft. LOEWE ambassadors Julia Garner and Théodore Pellerin appear alongside Lil Yachty, Laïka Blanc-Francard and Beau Gadsdon, with models Nyawurh Chuol, Carin Herven and Siegfried Blanche also featured.
Artist Cosima von Bonin joins the campaign as well. Her work has become part of the Fall Winter 2026 conversation after influencing the show environment and inspiring a capsule within the collection.
Cosima Von Bonin’s Art Moves From The Show Into The Bags
The von Bonin connection carries into special-edition versions of LOEWE’s Amazona 180, Puzzle and Flamenco bags. Her visual language — including animal figures, floral motifs, graphic checks and vivid colour combinations — is translated through the House’s leatherwork and signature intarsia techniques.
Elsewhere, the collection leans into the physicality of the setting with Storm boots, wraparound Shield sunglasses and oversized inflatable parkas, while shearling and bright knitwear add texture against the hard white landscape.
LOEWE Fall Winter 2026 At Pointe Helbronner
The supplied campaign images continue Chetrit’s high-altitude study of colour, proportion and LOEWE craft against the Mont Blanc Massif.
LOEWE Fall Winter 2026 at Pointe Helbronner in the Mont Blanc Massif. Photos: Talia Chetrit / Courtesy of LOEWE.
The result feels less like a conventional luxury campaign and more like McCollough and Hernandez testing just how far LOEWE’s new visual language can travel. Turns out: at least 3,470 metres.
Source: Male Model Scene; LOEWE.
