Article Summary: The Loewe Fall 2026 campaign is barely a fashion campaign at all. Talia Chetrit took Julia Garner, Lil Yachty and a cast of actors and models to 3,470 metres in the Mont Blanc massif, then let the whiteout swallow most of the clothes. Here is why that was the plan.
A luxury campaign usually wants you to see the clothes. In a good number of these images, you cannot see much of anything. That is not a failure of the shoot — it is the shoot.
The Loewe Fall 2026 campaign unfolds at Pointe Helbronner in the Mont Blanc massif, at elevations of up to 3,470 meters. Talia Chetrit photographed brand ambassadors Julia Garner and Lil Yachty alongside actors, models and artist Cosima von Bonin. Many frames show almost nothing but snow and mist.
Where Was the Loewe Fall 2026 Campaign Shot?
At a summit in the French Alps, reachable by cable car and very little else. The location sits within the Mont Blanc massif, and the cast worked at altitudes up to 3,470 meters.
The conditions did most of the art direction. WWD reported that a whiteout of snow and mist is the only thing visible across a significant portion of the imagery.
The cast is unusually broad—Garner and Lil Yachty lead, joined by actors Théodore Pellerin, Laïka Blanc-Francard and Beau Gadsdon.
Models Nyawurh Chuol, Carin Herven and Siegfried Blanche follow. Cosima von Bonin appears too, which matters because she is not just a face here.
Von Bonin designed the Fall 2026 show space in Paris and a seasonal capsule. Her work also spans special versions of house signatures, including the Loewe Amazona 180, the Puzzle, and the Flamenco.
Chetrit Inverted Her Own Loewe Campaign
The photographer choice is the wittiest part. Chetrit shot Loewe’s previous campaign in an opposite register.
That earlier work was hot and close. It leaned on sweat-dappled skin and split, dripping citrus, and it read as almost uncomfortably intimate.
This one is the exact negative. Bundled bodies replace bare skin, and frozen surfaces replace ripe fruit.
Consequently, the two campaigns function as a pair rather than a sequence: same eye, inverted climate, identical fascination with texture.
The obscuring is deliberate too. When a photographer hides the product, she is asking to be trusted on mood — and very few houses currently have the confidence to allow that.
The Clothes Were Built for This
The collection was not retrofitted to the location. Jack McCollough and Lazaro Hernandez have been building sportswear codes into Loewe since their debut, and Fall 2026 pushed further.
Storm boots, mittens, parkas and heavy coats all appear. Wraparound and visor-shaped sunglasses recur as a graphic device throughout the campaign.
Some pieces are stranger. Rubber-like kitten heels take their form from swim shoes, while shearling jeans arrive with a wide-wale corduroy effect.
Color is what survives the whiteout. Against blinding snow, the collection’s vivid blocks read at distance in a way they never would on a Paris pavement.
The leather craft is the deeper story. WWD’s review of the show recorded McCollough on their fused, feather-thin leather jackets: “it’s almost like the highest level of craft when you erase the hand itself.”
The designers framed the whole season around a philosophical question — whether fashion is a game played to win or to keep playing. An expedition campaign answers it fairly directly.
Why Extreme Locations Are Back
Luxury campaign locations have escalated sharply this year. Houses have moved from studios to deserts, subway platforms and now alpine summits.
The reason is scarcity. Anyone can produce a beautiful studio image, whereas almost nobody can put a cast at 3,470 meters and bring back usable film.
Cost is the barrier and the point. Mountain production involves permits, guides, cable-car logistics, a cold-weather crew, and a very narrow weather window — the kind of budget realities that shape fashion week production economics as well.
The payoff is attention. A campaign shot somewhere genuinely difficult travels through general news and travel audiences, not only fashion ones.
Loewe also has an anniversary to justify the spend. The house is celebrating 180 years, and the Amazona 180 name is a direct nod to that milestone.
What Comes Next
Paris Fashion Week returns in six weeks. McCollough and Hernandez will present their third Loewe collection, and expectations have risen considerably since March.
Watch the accessories first. Von Bonin’s capsule versions of the Puzzle and Flamenco are the pieces most likely to move, because a collaboration bag converts an art project into retail.
The campaign’s real test is retention. Fall deliveries are landing now, and a whiteout is a bold way to sell a parka. Follow the collections and shows that shape the season with our Paris Fashion Week coverage and attendee guide at Runway Magazine.
