PARIS — The Spanish luxury brand, Loewe, has a fresh creative team on the horizon. Acclaimed designers Jack McCollough and Lazaro Hernandez of Proenza Schouler have been announced as Loewe’s new creative directors. This change, set to take effect from April 7, follows the departure of Jonathan Anderson after shaping the brand for over a decade into a formidable global presence with reported revenues surpassing $1.5 billion annually.
McCollough and Hernandez, who established Proenza Schouler in 2002 with a modern and unique American fashion sensibility, are transitioning from their New York City roots to Paris, where Loewe’s creative office is based. The pair will, however, make regular visits to Madrid, a nod to Loewe’s origins as an esteemed leather goods maker for Spanish royalty since 1846.
Proenza Schouler rose to fame with its downtown New York vibe, drawing inspiration from various cultural figures like artists Helen Frankenthaler and John Currin, filmmaker Harmony Korine, and singer Annie Lennox. Although they couldn’t replicate the massive success of their iconic PS1 bag, they continued to innovate with collections featuring distinct, sculptural designs like ruched totes and crescent-shaped wristlets.
Following their appointment, McCollough and Hernandez expressed their honor to join a house with values akin to their own. They expressed eagerness to continue Loewe’s celebrated tradition of craftsmanship, a legacy nurtured by Anderson’s tenure.
This transition signifies yet another shift within LVMH, a luxury conglomerate that owns both Loewe and Dior. As part of a broader strategy to revitalize growth post-pandemic, LVMH has been reshaping its creative roles at various brands, including Givenchy, Fendi, and Dior. In parallel developments, industry competitors have been making strategic changes, with Kering appointing Demna as creative director of Gucci, and Chanel anticipating Matthieu Blazy’s debut.
Sidney Toledano, CEO of LVMH Fashion Group, praised the duo for their “eclectic creativity and dedication to craft,” describing them as fitting choices to lead the ongoing evolution of Loewe.
Under McCollough and Hernandez, Loewe inherits not just an acclaimed legacy, but one ripe with opportunity due to the visibility and goodwill fostered under Anderson’s leadership. Projects like the Loewe Craft Prize and collaborations with high-profile creators and celebrities provide a strong platform for the new directors to expand the brand’s vision far beyond their former independent endeavors.
Having stepped down from Proenza Schouler in January, McCollough and Hernandez, remain active on its board. The brand is currently under the temporary leadership of CEO Shira Suveyke Snyder, who joined last October and is leading the search for a new creative director.