Spain's national football team has entered into a four-year partnership with Loewe, the Spanish luxury fashion house.
La Roja will be dressed in luxury fashion at the 2026 FIFA World Cup. The Spanish Football Federation (RFFE) has announced that haute couture house Loewe will be responsible for dressing the players who will travel to Mexico, the United States and Canada to contest the World Cup, which kicks off on 11 June.
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The Spanish football authorities and Loewe are thus launching a partnership under which the fashion house will dress the senior men’s and women’s Spanish national teams on their trips around the world over the next four years.
The aim is for one of the world’s most celebrated brands of Spanish origin and the national teams to join forces in showcasing the Spain brand beyond Europe’s borders.
Quiet luxury and impeccable tailoring: this is how Loewe will dress La Roja
The collection will begin with a tailoring line, casual garments, footwear and leather goods for the men’s national football team. The suits will be made in the brand’s own workshops and will feature a discreet Loewe Anagram logo on the inside of the sleeve, which will be visible as the arm moves.
The Spanish luxury house, which currently forms part of the LVMH group (owner of labels such as Dior, Givenchy or Moët, among many others), will dress both teams with a complete travel wardrobe throughout the matches and tournaments to be played around the world, from the World Cup in the United States, Mexico and Canada in 2026 to the one that will be held in Spain, Portugal and Morocco in 2030.
After the successful spell of Jonathan Anderson (now at Dior) at the fashion house, the current creative directors of the classic brand, Jack McCollough and Lazaro Hernández, have said that their mission is to return to its roots: ‘The vitality and positive energy of Spanish culture runs through Loewe,’ they commented in an interview with Vogue.
Their aim is to reclaim the ‘Spanishness’ that has defined the brand’s DNA for decades, and what better way than through one of the sports that attracts the biggest crowds in the country and has brought the Spanish public, and sports lovers in general, so much joy.
Loewe, a house with a long history
Loewe was founded in Madrid in 1846 and is recognised for its excellence in leather goods. For decades, craftsmanship, the way it works with leather, its innovation and its singular spirit have shaped the house’s DNA. Through craftsmanship and creative expression, the brand has explored the idea of Spanish identity, not as a fixed image but as a language: tactile, expressive and constantly evolving.
Coinciding with its 180th anniversary, this exploration now extends into sport, accompanying a generation of players who are making fans dream of more stars on the Spanish shirt, who are redefining football with their talent and instinct, and who represent Spain with the same energy that inspires Loewe.
The fashion house thus joins the extensive group of sponsors that have placed their trust in the RFFE and the Spanish national team as they look ahead to the challenges and ambitions facing Spanish football in the coming years.
