EXCLUSIVE: Proenza Schouler Founders to Design LVMH’s Loewe - New Creative Directors
Dear Reader,
Effective April 7, Jack McCollough and Lazaro Hernandez, the designers behind the New York label Proenza Schouler, will take over as the new creative directors at Loewe.
American designers Jack McCollough and Lazaro Hernandez will take the creative reins of the Spanish brand, which grew estimated annual revenues to more than $1.5 billion during Jonathan Anderson’s transformative tenure.
This transition follows Jonathan Anderson's departure last week after an acclaimed 11-year tenure, during which he elevated the Spanish house to prominence in the fashion industry.
As reported, this development is expected to pave the way for Anderson to assume a creative role at Dior. Both Loewe and Dior are part of the French luxury group LVMH Moët Hennessy Louis Vuitton.
McCollough and Hernandez's appointment comes after their announcement in January that they would be stepping down as creative directors of their own brand, which they founded in 2002.
In an exclusive interview, Loewe CEO Pascale Lepoivre discussed the selection of McCollough and Hernandez, noting, "They are highly creative and also entrepreneurs, whose curiosity and vision go beyond fashion and extend to diverse cultural fields as well as to the diversity of markets and customers that we talk to. They are warm, open, and lively, an excellent fit with our company culture."
Lepoivre added, "Their vision and creativity are a perfect match for the codes of the house that we have built, and I am excited to see them shape its future." As a sign of their dedication, McCollough and Hernandez will be moving from New York City to Paris, where Loewe's creative offices are located. Lepoivre also mentioned their eagerness to spend time in Madrid, where Loewe was founded in 1846.
"Some of their first days will be spent in Madrid, visiting the atelier, meeting artisans, and browsing the archive," she said. The timeline for the duo's first collections for the brand has not yet been specified.
Loewe, acquired by LVMH in 1996, has previously had Stuart Vevers, José Enrique Oña Selfa, and Narciso Rodriguez as designers. In 2013, Anderson was appointed creative director, coinciding with LVMH acquiring a 46 percent stake in his brand, JW Anderson.
Anderson's innovative approach has significantly boosted Loewe, increasing revenues to approximately 2 billion euros. McCollough and Hernandez are joining a brand with strong momentum and brand equity.
In 2025, Loewe plans to open its "Crafted World" exhibition in Tokyo this week, showcase a teapot exhibition at Salone del Mobile in Milan next month, host the Loewe Foundation Craft Prize in Madrid for its ninth edition, expand the Loewe boutique on Avenue Montaigne, and open a Loewe Casa building in Tokyo's Ginza district.
Lepoivre stated, "The craft prize is very important to Loewe and to the Loewe Foundation, and we hope to see its profile continue to grow and support the global craft community. We are all excited to see the angle that Jack and Lazaro bring to this."
Thank you,
Fashion PR Firm