Diego Calva, Kristine Frøseth, and a cast of fresh faces gather in Madrid for Loewe’s spring 2027 pre-collection campaign, returning the brand to the city it calls home.

As Loewe marks its 180th anniversary this year, creative directors Lazaro Hernandez and Jack McCollough appear to be working their way through the Spanish house’s long and varied history. Beach references have become part of their zesty, hot-blooded approach, but this campaign adds a more refined, preppy lens, centred around city life.

Shot by Talia Chetrit, the wardrobe is energised by Madrid’s lifestyle, with bright colours echoed in the surroundings as models walk through fruit-filled markets, hop onto the counters of tiled tapas bars, and pose against structured apartment blocks. Orange trousers pop alongside a denim jacket, a generous brown coat is layered over knitwear and green shirting, and a bright red leather handbag completes the palette.