A new chapter unfolds for LOEWE as creative directors Jack McCollough and Lazaro Hernandez debut their Spring/Summer 2026 vision through an immersive retail takeover at Bergdorf Goodman.
Marking their first collection for the house, the designers translate the collection’s sun-drenched spirit into a luminous in-store experience that blurs the line between fashion presentation and environmental storytelling. On view through April 6, the installation transforms the iconic Fifth Avenue destination into a warm, transportive landscape inspired by light, texture, and seasonal ease.
The windows act as a glowing introduction—washed in radiant hues and punctuated by sculptural displays that echo the collection’s fluid silhouettes and organic sensibility. Inside, the narrative continues through a cohesive interior installation that invites visitors to step fully into the world of LOEWE, where craftsmanship meets atmosphere.
Materiality plays a central role, with natural tones and tactile surfaces reinforcing the collection’s effortless elegance. The space feels both elevated and relaxed, capturing a sense of escapism that aligns with the brand’s evolving identity under McCollough and Hernandez.
More than a traditional retail moment, the takeover signals a strategic alignment between product and place—where the environment becomes an extension of the collection itself. As luxury continues to lean into immersive experiences, LOEWE’s presence at Bergdorf Goodman stands as a refined example of how storytelling can shape not just what we wear, but how we encounter it.
