There is something quietly radical about a fashion campaign that chooses product over personality. No muses, no myth-making. Just objects, light, and the strange electricity that happens when craft is pushed far enough to feel like art.
For Spring Summer 2026 Precollection, LOEWE does exactly that.
Shot by Carlijn Jacobs, the holiday campaign unfolds inside a stark, painterly universe where colour behaves like emotion and material becomes the main character. Metallics flash. Intarsia hums. Embroidery, polish, leather — every surface insists on being seen, felt, studied.
At the heart of this collection is an unexpected guest: Louis Wain. The early 20th-century British artist, famous for his eccentric, human-like cats, becomes the ghost in LOEWE’s machine. Wain’s later works — the Futurist Cats, vibrating with geometric patterns and kaleidoscopic colour — feel uncannily suited to the house’s language of modern craft. His world is not referenced so much as reanimated.
Cats appear everywhere. On the Puzzle. On the Flamenco. On the Amazona. Sometimes whole, sometimes fragmented: a face, a paw, a stripe. Rendered through intricate intarsia, embroidery, print, and trompe l’oeil knit, they slide across LOEWE’s most recognisable forms.
What emerges is not nostalgia, not fantasy, but a playful seriousness — a modernity of craft that understands humour as design intelligence. Wain’s strange, electric universe merges with LOEWE’s meticulous one, and something festive but unfamiliar appears.
The LOEWE SS26 Precollection launched mid November, alongside the brand’s quarterly magazine.
The holidays arrive not with noise, but with objects that refuse to be quiet.
