Victor arrives with one of the most decorated debut features of the decade. 'Sorry, Baby' — which she wrote, directed and starred in — premiered at the 2025 Sundance Film Festival, where it won the Waldo Salt Screenwriting Award; A24 acquired it for $8 million after a bidding war with Searchlight Pictures, Neon and Mubi, with Barry Jenkins producing. The film closed the Directors' Fortnight at Cannes, earned Victor a Golden Globe nomination for Best Actress in a Drama, the National Board of Review's Best Directorial Debut honor and the Film Independent Spirit Award for Best Screenplay — all on a production budget of roughly $1.5 million. ## What the leaders said McCollough and Hernandez framed the appointment as an affinity of sensibility: "Eva possesses a creative energy that refuses to be static. She has a unique wit and vitality, and embodies much of the instinct and imagination that shape our vision for Loewe."
They also highlighted a shared understanding of audacity as a conscious, deliberate stance. Victor, for her part, said she feels "euphoric to be working with Loewe," and emphasized the team's ability to create "fresh, sensual, vibrant, and unique" proposals — which, she says, inspire her to adopt a more "bold, playful, and energetic" attitude, both in her film work and in her personal life. ## The context: a new era measuring itself against Anderson's shadow The appointment lands 19 months into one of fashion's most scrutinized successions. McCollough and Hernandez — the Parsons-trained duo who founded Proenza Schouler in 2002 and won five CFDA awards — took over at Loewe effective April 7, 2025, following Jonathan Anderson's exit after eleven years.
Anderson's legacy sets a high bar: he multiplied the house's revenues more than sevenfold, approaching €2 billion, made the Puzzle bag one of contemporary fashion's most coveted objects, took Loewe to No. 1 on the Lyst Index, and founded the Loewe Foundation Craft Prize in 2016 — a philosophical position as much as a marketing asset. The duo's debut womenswear collection for Spring/Summer 2026, shown in Paris in October 2025, deliberately embraced that inheritance, leading with continuity rather than rupture: "Joining Loewe means embracing codes forged over more than 180 years of history, defined above all by a long-standing commitment to craftsmanship and its Spanish identity." The financial backdrop is favorable. Loewe SA, the house's main operating company, closed its last financial year with sales growth of 9.2 percent, reaching a turnover of €885.2 million — a rare growth story inside LVMH's fashion and leather goods division, which has faced sector-wide headwinds.
## The ambassador roster as cultural strategy Victor joins a deliberately eclectic ambassador bench recently assembled under the new creative directors: American actress Julia Garner, English-born actor Spike Fearn, and Thai artist Phuwin. The pattern is consistent — film and art-world credibility over pure celebrity scale, in line with the Anderson-era bet on cultural seriousness that McCollough and Hernandez have retained. Founded in Madrid in 1846, Loewe is part of French conglomerate LVMH, which also owns Dior, Louis Vuitton, Givenchy and Bulgari. ## What to watch
* **Campaign rollout:** Victor's first Loewe imagery will be read as a statement of the duo's visual language — watch whether it leans into the wit and sensuality both sides emphasized in their statements. * **The film pipeline:** with 'Sorry, Baby's awards run complete, Victor's next project will determine whether the ambassador relationship compounds into sustained cultural presence. * **US momentum:** Loewe's American creative leadership, €885 million revenue base and film-forward ambassador bench all point the same direction — the US as the house's priority growth stage.
