Starring Lil Yatchy, Julia Garner and more.
LOEWE has done it again, dropping its Fall/Winter 2026 campaign and taking a total 180º from the season before. Shot by Talia Chetrit, the new campaign swaps the sun-soaked energy of SS26 for an icy, snow-covered setting at Pointe Helbronner in the Mont Blanc massif. At nearly 3,500 metres above sea level, the collection hits different against the dramatic Alpine landscape, with shearling, oversized outerwear, technical pieces and statement accessories bringing a seriously cold-weather flex to the frame.
Lorenzo and Jack, LOEWE’s current creative directors, clearly know how to deliver a visual. If Spring/Summer was all about warmth and that effortless holiday feeling, winter goes completely the other way: colder, moodier and way more cinematic. With Julia Garner, Lil Yachty, Théodore Pellerin and the rest of the cast fronting the campaign, the duo turn the mountains into their own runway, proving once again that LOEWE knows how to make luxury feel anything but predictable. What are your thoughts on it?
PHOTO CREDIT: Talia Chetrit
