Loewe takes you out
Loewe takes you out is the idea that shapes the entire project. A clear message: no matter how tough your day is, how heavy the office feels, how complicated your surroundings may be, Loewe lifts you. It takes you out of there—mentally. The central concept is escaping the city without leaving it: impossible yet visually believable situations, where the everyday is distorted and normality becomes poetic.
The campaign explores the quiet disruption of routine in the city. Simply a subtle way to escape the ordinary without giving up style or identity. It is that moment when the mind allows itself to flee, even if the body remains in the city. Drawing inspiration from the Loewe collection designed by McCollough and Hernandez, we use fashion as a vehicle for escape. The garments are what carry you into an emotional state that feels unattainable without physically leaving Madrid.
We chose Madrid not only because it is the birthplace of the Loewe house, but because this collection reclaims its Spanish heritage, its codes, and its essence. Madrid’s architecture always appears as a backdrop, anchoring the scenes in reality, while the models show us how it is possible to mentally escape routine through attitude, gesture, and fashion.
Loewe is not just a brand: it is a stylish way out.
My mission with this project is to create an advertising campaign for the fashion brand Loewe, composed of four images from the SS26 collection set in Madrid, that communicate the idea of “Loewe takes you out.” Through these images, I aim to build a visual narrative in which fashion becomes a vehicle for emotional escape within the urban environment.
The objective is to show how, even in the middle of routine, pressure, and the density of the city. Each image represents a subtle break from normality, where the impossible feels believable and the ordinary becomes dreamlike.
Madrid is not only the setting, but an essential part of the story. As the birthplace of the Loewe house, it anchors the campaign in reality and in the brand’s Spanish heritage, while the models, through their attitude, gestures, and styling, embody this mental escape from routine. My mission is to demonstrate that Loewe is not just fashion, but an attitude — a refined and stylish way to escape without losing one’s identity.