When entering a house as storied as Loewe, there are going to be a lot of firsts. So far, Jack McCollough and Lazaro Hernandez have navigated each one with ease: the debut collection, the first campaign, and so on. The next first is the pair’s inaugural fragrance campaign, captured by photographer Peter Jordanov against the backdrop of the Canary Islands.
Taking it back to the brand’s roots, McCollough and Hernandez sought their inspiration from Spain’s vast and varied landscape. “Kaleidoscopic sunsets. Endless green lands. Rocky wilds. Loewe Perfumes goes back to nature… From verdant plains rich with vegetation and life-giving oceans, to awe-inspiring mountains or mineral landscapes, the country’s diverse terrain embodies key scents from the collection,” reads the collection notes.