LVMH has named Jack McCollough and Lazaro Hernandez, founders of Proenza Schouler, as the new creative directors of Loewe, effective April 7. They will succeed Jonathan Anderson, who elevated Loewe into a $1.5 billion business and is expected to take over at Dior.

McCollough and Hernandez launched their label in 2002 as Parsons students and quickly rose to prominence in New York fashion. Known for blending American sportswear with European craftsmanship, their early success was fueled by the PS1 bag and support from figures like Julie Gilhart and Anna Wintour. Despite a strong start, Proenza Schouler struggled to match the commercial success of the PS1 in later years.

Summer 2025
Proenza Schouler Spring/Summer 2025.

LVMH’s move is part of a broader creative shake-up affecting brands like Givenchy, Fendi, and Dior, amid slowing luxury growth and a dip in group sales last year. Competitors are making changes as well, with Demna joining Gucci and Chanel gearing up for Matthieu Blazy’s debut.

At Loewe, McCollough and Hernandez inherit a thriving brand with cultural influence and momentum, bolstered by initiatives like the Loewe Craft Prize and global art partnerships. In their statement, they expressed admiration for the house’s values and creative foundation, thanking Anderson for shaping it into the force it is today. They stepped down as Proenza Schouler’s creative leads in January but remain on its board, while CEO Shira Suveyke Snyder continues the search for their successor.