Loewe Shoots Its Pre-Spring 2027 Campaign on the Streets of Madrid
Loewe, the Spanish fashion house, has shot its pre-spring 2027 campaign in Madrid, with photographs by Talia Chetrit. The pictures were taken among the city's grocery stalls, subways and highways, rather than in a studio.
The campaign stars actor Diego Calva, model Victoria Luengo, model Kristine Frøseth and brand ambassador Jiang Qiming, according to WWD, which reported the campaign on 27 October 2026.
A pre-spring collection is the range that reaches shops ahead of the main spring season. Loewe's creative directors, Jack McCollough and Lazaro Hernandez, lead the design of the house's collections. The pre-spring 2027 range goes on sale in stores from 27 November.
The campaign features the Flamenco handbag and the Amazona 180 in new colours and grained leather, a pressed texture that gives the surface a pattern. It also introduces a new model, the Flamenco Flap. Its strap closure uses an interlocking metal version of the knots that mark the Flamenco line.
The campaign video has an electronic soundtrack by Frederick Sanchez, the music credit reported by WWD.
Loewe's own material describes its spring-summer 2027 collection as American pragmatism meeting Spanish Baroque, with expressive silhouettes and the house's heritage codes. The campaign's Madrid setting follows the house's earlier description of its work as shaped by its home city.
For shoppers, the practical detail is the date. The collection reaches stores on 27 November, and the campaign shows the bags in the new colours and textures that will sit on those shelves.
