If until a few days ago it was just a rumour, from Monday it’s official: Loewe has appointed Jack McCollough and Lazaro Hernandez as its new creative directors. The duo, already known as the founders of Proenza Schouler, succeed Jonathan Anderson, who left the Spanish brand last week after eleven years. McCollough and Hernandez’s appointment will take effect from 7 April, although there is no news yet on their runway debut. The announcement was made this morning via the brand’s social media channels. “Their work over the past twenty years has played a key role in shaping modern fashion while fostering an ongoing dialogue with contemporary culture. Their design approach, rooted in a rigorous exploration of craftsmanship, aligns with Loewe’s values”, the statement read. The two designers will oversee all collections for the LVMH-owned brand, including womenswear, menswear, leather goods, and accessories.
Who are they
McCollough and Hernandez are no strangers to the fashion world. The American designers founded Proenza Schouler in 2002. However, this past January, they stepped down from the brand’s creative direction (while maintaining a role on the board) to focus on new projects. Now, Loewe has entrusted them with a new chapter. Speculation about their appointment began circulating when Jonathan Anderson was tipped to join Dior in place of Maria Grazia Chiuri. “We are incredibly honoured to join Loewe, a maison whose values and mission resonate deeply with us. We are excited to collaborate with its extraordinary teams and artisans, whose talent, under Jonathan Anderson’s exceptional creative direction, has shaped Loewe into the cultural force it is today”, the designers said.
The differences
What will be their first steps at Loewe? The duo faces a challenging task. During his creative leadership, Jonathan Anderson transformed Loewe’s nearly 180-year history into a fresh and contemporary narrative. He revitalised the brand’s accessories, creating pieces that ranged from the unexpected (like the tomato bag) to those rooted in the past but adapted to modern needs. More importantly, Anderson reshaped the brand’s image through advertising campaigns that became instant cult classics—balancing between irreverence and deep realism.
McCollough and Hernandez will inherit a structured brand accustomed to complex storytelling deeply connected to the present. Moreover, as reported by Vogue Business, Loewe’s sales have soared from approximately EUR 230 million in 2014 (according to Morgan Stanley estimates) to between EUR 1.5 billion and EUR 2 billion in 2024, according to Bernstein analyst Luca Solca. Not to mention its popularity: in every quarter of 2024, Loewe has consistently ranked among the most sought-after brands on Lyst.
Photo: Loewe
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