Lil Yachty Loves LOEWE. Now, He's Leading the Fashion House's Ice-Cold New Campaign.

Lil Yachty has always had an affinity for LOEWE. He attended the Spanish fashion house's most recent runway show in Paris, where he donned a bright yellow jacket and was infamously papped by Judi Jupiter in that one viral video that even LOEWE itself clipped and shared to its own social pages.

Now two months old and two-million-times-memed, the Judi Jupiter still circulates the internet, but today, the LOEWE-loving rapper is taking his loyalty to the label to the next level, leading the Fall 2026 campaign.

Lensed by Talia Chetrit, LOEWE also did some major ascending with its new visuals, bringing Boat —  alongside global House Ambassador Julia Garner — all the way out to the Alps for the freezing-cold FW26 foray. Staged against a series of striking scenes of the Mont Blanc Massif, the duo dons a range of pieces from Jack McCollough and Lazaro Hernandez’s latest collection.

Théodore Pellerin, Laïka Blanc-Francard, Beau Gadsdon, and artist Cosima von Bonin also star in the campaign, along with models Nyawurh Chuol, Carin Herven and Siegfried Blanche. The same striking yellow hue of Yachty's LOEWE jacket appears in the typography, backdrop coloring, and certain silhouettes, with bold orange hits also landing throughout the aesthetic new offering.

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