In the midst of the World Cup fever, the luxury industry finds in the world of football a place to shelter and connect with. This was evidenced this Tuesday by the Spanish brand Loewe when announcing its collaboration as the official partner of the Spanish national football teams.
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The brand led by the creative duo Jack McCollough and Lazaro Hernandez, formerly responsible for Proenza Schouler, has signed a four-year contract under which they will dress the men’s and women’s teams for their travels throughout the tournaments held worldwide, from North America in 2026 to Spain, Portugal, and Morocco in 2030.
As they have shown in recent fashion weeks, at Loewe under McCollough and Hernández, craftsmanship – an essential hallmark of the house – color contrast, and connection with contemporary art are prioritized. Thus, the clothing they present for the players, which is not an official uniform since that remains under Adidas, follows the same rules and is based on a relaxed tailoring proposal, casual garments, footwear, and leather goods.
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In the case of the men’s team, the suit incorporates a discreet embroidered brand monogram on the inside of the sleeve and is paired with bright blue polos and loose trousers.
The brand has not yet published images of the Loewe collection for the women’s team but has done so for the men’s. With the Las Rozas Football City in the background, footballers such as Pedri, Unai Simón, Rodri, Pau Cubarsí, and Nico Williams have been photographed by photographer Bruno Staub wearing the new travel uniform of the team.
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