A rapper wore a bright yellow jacket to a Loewe show, a clip of it went viral, and months later he is the face of the house. Loewe revealed on Monday (Aug. 24) that Lil Yachty fronts its Fall 2026 campaign alongside the brand’s global ambassador Julia Garner, photographed by Talia Chetrit at Pointe Helbronner on the Mont Blanc Massif, according to Complex. Complex says he and Garner both sat front row at the Fall 2026 show in Paris in March.
The yellow is the point. Yachty first drew attention at Loewe’s Paris show in a vivid yellow jacket in a video shared by the content creator Judi Jupiter, Stylerave reports, and Loewe reposted it. The same yellow now appears in the campaign’s typography, its backdrops and some of the silhouettes, with orange accents for contrast. Stylerave’s read is that Loewe acknowledged something real rather than manufactured authenticity; either way, the campaign turns a meme into a color story.
Read moreAnthony Vaccarello Exits Saint Laurent 10 Days After His Gilded Goodbye
The images are cold and large: heavy snow, mist and sweeping mountain views, with the cast, who also include Théodore Pellerin, Laïka Blanc-Francard, Beau Gadsdon and the artist Cosima von Bonin, in athletic poses. “As the cast moves through the landscape, their athletic poses animate the collection’s nimble sportswear codes and expressive, dynamic volumes,” Loewe said, per WWD. Von Bonin’s influence shows up in special editions of the Amazona 180, Puzzle and Flamenco bags.
The collection is Jack McCollough and Lazaro Hernandez’s. Standout pieces include rubber-like kitten heels inspired by swim shoes, visor-shaped sunglasses and shearling jeans with a wide-wale corduroy effect. Loewe was Jonathan Anderson’s house before Dior, where this summer he dressed Taylor Swift for her wedding and opened a heat-wave men’s show full of musicians.
The campaign also revisits motifs from the house’s earlier seasons, according to Loewe: “colored ice cubes now resemble miniature mountain peaks, while fruit is coated in crystalline frost.” A viral video of a jacket has become, a few months on, a campaign with its own color.
Added to the High Grailed archive on October 12, 2026.
