Loewe Takes Its Fall 2026 Campaign to the Top of Mont Blanc
Loewe, the Spanish luxury house owned by LVMH, has shot its fall 2026 campaign at Pointe Helbronner, a peak in the Mont Blanc massif, with brand ambassador Julia Garner and rapper Lil Yachty in front of the camera. Photographer Talia Chetrit captured the images, which the house's creative directors Jack McCollough and Lazaro Hernandez oversaw. WWD reported the campaign on 24 August 2026. (WWD)
The cast runs wide. Actors Théodore Pellerin, Laïka Blanc-Francard and Beau Gadsdon join Garner and Yachty, alongside models Nyawurh Chuol, Carin Herven and Siegfried Blanche. Artist Cosima von Bonin also appears — and she signed a capsule, a limited collaborative collection, for the fall 2026 line. That capsule covers special editions of three Loewe bag models: the Amazona 180, the Puzzle and the Flamenco.
The clothes and accessories the campaign spotlights are built around playful material tricks. Rubber kitten heels that look like swim shoes, visor-shaped sunglasses, and shearling jeans carved to mimic wide-wale corduroy all feature in the imagery. The effect is less alpine survival gear than a studio game with textures — soft pretending to be hard, faux pretending to be familiar.
This is not the first high-altitude-adjacent moment for the house this year. In June, Loewe celebrated its 180th anniversary with a separate campaign starring Garner and the dancer GISELLE, accompanied by an animated film narrated by Antonio Banderas (Hypebae). Garner herself was named the house's first global brand ambassador under McCollough and Hernandez's direction, a pairing reported in March 2026 (WWD).
Both Garner and Yachty attended the Loewe womenswear fall-winter 2026-2027 show during Paris Fashion Week on 6 March 2026, seated alongside other celebrities including Emily Ratajkowski and Aubrey Plaza (Just Jared). The campaign now places them — and the collection they watched on the runway — against snow and rock at more than 3,400 metres of elevation.
For Loewe, the campaign closes a loop that began on that Paris runway and moved the same garments to a glacier. The casting mixes Hollywood names, music, modelling and contemporary art, which is standard practice for a house competing for attention across luxury's main advertising windows. What sets this one apart is the setting: a working mountain observation point rather than a studio or a city street, and a capsule from a fine artist applied to handbags rather than a celebrity co-sign.
