{"id":369386,"date":"2026-02-17T18:14:47","date_gmt":"2026-02-17T17:14:47","guid":{"rendered":"https:\/\/germany.10magazine.com\/?p=369386"},"modified":"2026-02-17T23:30:13","modified_gmt":"2026-02-17T22:30:13","slug":"loewe-unveils-first-campaign-under-its-new-creative-duo","status":"publish","type":"post","link":"https:\/\/germany.10magazine.com\/de\/loewe-unveils-first-campaign-under-its-new-creative-duo\/","title":{"rendered":"Loewe Unveils First Campaign Under its New Creative Duo"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div class=\"vc_row wpb_row vc_row-fluid\" ><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>It\u2019s summer campaign season and with last year\u2019s designer musical chairs, now is the time to see the new visual direction of some of our favourite fashion houses as the newly-crowned creatives further showcase their vision.<\/p>\n<p>This week, Jack McCollough and L\u00e1zaro Hern\u00e1ndez debuted their Loewe offering, captured by Talia Chetrit and featuring a cast of young, cult actors such as Talia Ryder, Chen Duling and Beau Gadsdon.<\/p>\n<p>The campaign explores the structural harmony between garment and form, using raw, natural light to carve out a striking visual identity, something that both McCollough and Hern\u00e1ndez touch on in a statement alongside the campaign. &#8220;We are building a tight visual language that\u2019s all our own: confident, playful, sunlit and positive. The individual personalities are what makes the picture, stretching the horizon.\u201d<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p><span style=\"font-weight: 400;\">The design duo, renowned for their work as creative directors of Proenza Schouler which they founded in New York, over 25 years ago, made their debut at the Spanish maison last September.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Their first collection for the brand was filled with sporty archetypes, twisted and reimagined in a playful way. Bright colours dominated the runway as vibrant yellows, greens and reds took centre stage.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Those hot hues, seen in the layered knit tops, technicolour-striped maxi dress and body hugging leather jacket are enhanced by Chetrit, giving each image a sultry summer time aesthetic that has us itching for a time when ironically, clothing is optional.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div><div class=\"eltdf-image-gallery  eltdf-ig-grid-type eltdf-normal-space\">\n\t<div class=\"eltdf-ig-inner eltdf-outer-space eltdf-ig-grid eltdf-ig-two-columns\">\n\t\t\t\t\t<div class=\"eltdf-ig-image eltdf-item-space\">\n\t\t\t\t<div class=\"eltdf-ig-image-inner\">\n\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"810\" height=\"1050\" src=\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2026\/02\/Untitled-1080-x-1400-px-1.jpg\" class=\"attachment-full size-full\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"eltdf-ig-image eltdf-item-space\">\n\t\t\t\t<div class=\"eltdf-ig-image-inner\">\n\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1080\" height=\"1400\" src=\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2026\/02\/Untitled-1080-x-1400-px-4.jpg\" class=\"attachment-full size-full\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div><div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div><div class=\"eltdf-image-gallery  eltdf-ig-grid-type eltdf-normal-space\">\n\t<div class=\"eltdf-ig-inner eltdf-outer-space eltdf-ig-grid eltdf-ig-two-columns\">\n\t\t\t\t\t<div class=\"eltdf-ig-image eltdf-item-space\">\n\t\t\t\t<div class=\"eltdf-ig-image-inner\">\n\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"810\" height=\"1050\" src=\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2026\/02\/Untitled-1080-x-1400-px-3.jpg\" class=\"attachment-full size-full\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"eltdf-ig-image eltdf-item-space\">\n\t\t\t\t<div class=\"eltdf-ig-image-inner\">\n\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"810\" height=\"1050\" src=\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2026\/02\/Untitled-1080-x-1400-px-2.jpg\" class=\"attachment-full size-full\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div><div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div><div class=\"eltdf-image-gallery  eltdf-ig-grid-type eltdf-normal-space\">\n\t<div class=\"eltdf-ig-inner eltdf-outer-space eltdf-ig-grid eltdf-ig-two-columns\">\n\t\t\t\t\t<div class=\"eltdf-ig-image eltdf-item-space\">\n\t\t\t\t<div class=\"eltdf-ig-image-inner\">\n\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"810\" height=\"1050\" src=\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2026\/02\/Untitled-1080-x-1400-px.jpg\" class=\"attachment-full size-full\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"eltdf-ig-image eltdf-item-space\">\n\t\t\t\t<div class=\"eltdf-ig-image-inner\">\n\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"810\" height=\"1050\" src=\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2026\/02\/Untitled-1080-x-1400-px-5.jpg\" class=\"attachment-full size-full\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div><div class=\"vc_empty_space\"   style=\"height: 32px\"><span class=\"vc_empty_space_inner\"><\/span><\/div>\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p style=\"text-align: center;\"><em>Text Bethany Berkeley<\/em><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Es ist Sonntagmorgen in der deutschen Hauptstadt. Das Sonnenlicht f\u00e4llt auf den wei\u00dfen K\u00fcchentisch in meinem Berliner Studio \u2013 ein seltener Moment der W\u00e4rme im sonst eisigen Berliner Winter. Ich bereite mich darauf vor, mit der \u00f6sterreichischen S\u00e4ngerin und guten Freundin Sofie Royer zu sprechen.<\/p>\n<p>Wenige Minuten vor unserem geplanten Anruf schreibt sie mir eine Nachricht und entschuldigt sich, dass sie zehn Minuten zu sp\u00e4t dran ist. Ich antworte mit: \u201eDas geht sich aus\u201c \u2013 ein kleiner Moment \u00f6sterreichischer Verbundenheit zwischen uns. Der Song Young-Girl Illusion aus ihrem aktuellen Album Young-Girl Forever l\u00e4uft im Hintergrund und macht das Studio noch gem\u00fctlicher, als sie sich schlie\u00dflich meldet.<\/p>","protected":false},"author":1444,"featured_media":443131,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wpscp_schedule_draft_date":"","_wpscp_schedule_republish_date":"","_wpscppro_advance_schedule":false,"_wpscppro_advance_schedule_date":"","_wpscppro_dont_share_socialmedia":null,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"default","_twitter_share_type":"default","_linkedin_share_type":"default","_pinterest_share_type":"default","_linkedin_share_type_page":"","_instagram_share_type":"default","_medium_share_type":"default","_threads_share_type":"default","_google_business_share_type":"default","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[879,876,5],"tags":[337,1219],"season":[1126],"class_list":["post-369386","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-collections","category-fashion","category-news","tag-cecilie-bahnsen","tag-prefall26","season-ready-to-wear-ss26"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Loewe Unveils First Campaign Under its New Creative Duo - 10 Magazine Germany<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/germany.10magazine.com\/de\/loewe-unveils-first-campaign-under-its-new-creative-duo\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Loewe Unveils First Campaign Under its New Creative Duo\" \/>\n<meta property=\"og:description\" content=\"It\u2019s a slow Sunday morning in the German capital. The sunlight falls across the white kitchen table in my Berlin studio, a rare moment of warmth in our typically harsh winter. I\u2019m preparing to speak to the Austrian chanteuse and dear friend, Sofie Royer.  A few minutes before our scheduled call, she messages me, apologising for the fact that she\u2019ll be ten minutes late. I respond with, \u201cDas geht sich aus\u201d \u2013 a small but satisfying moment of Austrian connection between us both. \u2018Young-Girl Illusion\u2019 \u2013 a track from her latest album, Young-Girl Forever \u2013 plays in the background, making the studio feel even cosier when she eventually calls.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/germany.10magazine.com\/de\/loewe-unveils-first-campaign-under-its-new-creative-duo\/\" \/>\n<meta property=\"og:site_name\" content=\"10 Magazine Germany\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-17T17:14:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-17T22:30:13+00:00\" \/>\n<meta name=\"author\" content=\"Bethany Berkeley\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bethany Berkeley\" \/>\n\t<meta name=\"twitter:label2\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data2\" content=\"3\u00a0Minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/germany.10magazine.com\/loewe-unveils-first-campaign-under-its-new-creative-duo\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/germany.10magazine.com\/loewe-unveils-first-campaign-under-its-new-creative-duo\/\"},\"author\":{\"name\":\"Bethany Berkeley\",\"@id\":\"https:\/\/germany.10magazine.com\/en_gb\/#\/schema\/person\/f3a86200e8e854dd3d373f03cd82fd5d\"},\"headline\":\"Loewe Unveils First Campaign Under its New Creative Duo\",\"datePublished\":\"2026-02-17T17:14:47+00:00\",\"dateModified\":\"2026-02-17T22:30:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/germany.10magazine.com\/loewe-unveils-first-campaign-under-its-new-creative-duo\/\"},\"wordCount\":362,\"image\":{\"@id\":\"https:\/\/germany.10magazine.com\/loewe-unveils-first-campaign-under-its-new-creative-duo\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/germany.10magazine.com\/wp-content\/uploads\/2026\/02\/Untitled-design-2-1.jpg\",\"keywords\":[\"cecilie bahnsen\",\"prefall26\"],\"articleSection\":[\"Collections\",\"Fashion\",\"News\"],\"inLanguage\":\"de\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/germany.10magazine.com\/loewe-unveils-first-campaign-under-its-new-creative-duo\/\",\"url\":\"https:\/\/germany.10magazine.com\/loewe-unveils-first-campaign-under-its-new-creative-duo\/\",\"name\":\"Loewe Unveils First Campaign Under its New Creative Duo - 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