LOEWE’s latest campaign took stars Diego Calva, Victoria Luengo, and Kristine Frøseth alongside brand ambassador Jiang Qiming into the rhythms of daily life in Madrid. Founded in Spain’s capital in 1846, the SS27 precollection is a nod to the fashion house’s history of Spanish living—merging vivid colors, classic tailoring, and the mundane beauty of everyday city scenes.

Photographed by Talia Chetrit, the new collection by Jonathan Anderson maintains leathercraft at the heart of the historic house, with the Amazona 180 returning in new colors and grained leather. The new Flamenco Flap introduces a softer, more feminine silhouette, distinguished by a fresh metal interpretation of the line’s signature knots. Elsewhere, tufting and embroidery bring tactile depth to seasonal patterns, while layered shirts, knitwear, and lightweight technical tailoring reinterpret collegiate and utilitarian staples with a contemporary edge.

Throughout the campaign, we follow the cast through staples of Madrid’s interior and exterior cityscape: tiled tapas bars, subway stations, modernist apartment buildings, highways, and grocery stalls. The house’s roots take shape in these everyday surroundings paired with Chetrit’s dynamic exploration of color and light. Still-life imagery further explores the house’s fascination with texture, pairing open mussel shells and translucent ice with the collection’s distinct technicolor palette. 

LOEWE’s latest collection is a momentous homage to its Spanish heritage and the quiet romance in everyday life. The first drop is now in stores.