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La Roja will be dressed in luxury fashion at the 2026 FIFA World Cup. The Spanish Football Federation (RFEF) has announced that the haute couture house Loewe will be responsible for kitting out the Spanish national team players who will travel to Mexico, the United States and Canada to contest the World Cup, which kicks off on 11 June.
The Spanish football authorities and Loewe are thus launching a partnership under which the fashion brand will dress the senior men’s and women’s Spain teams on their trips around the world over the next four years.
The move brings together one of the world’s most renowned Spanish labels and the national sides to promote ‘brand Spain’ well beyond Europe’s borders.
Quiet luxury and impeccable tailoring: this is what Loewe’s suits for La Roja will look like
The collection will launch with a tailoring proposal, casual garments, footwear and leather goods for the men’s national football team. The suits will be crafted in the house’s workshops and feature a discreet Loewe Anagram logo on the inside of the sleeve, designed to be visible when in motion.
The Spanish luxury house, which is currently part of the LVMH conglomerate (owner of brands such as Dior, Givenchy and Moët, among many others), will dress both teams with a full travel wardrobe throughout the matches and tournaments to be played around the world, from the 2026 World Cup in the United States, Mexico and Canada through to the tournament to be hosted by Spain, Portugal and Morocco in 2030.
After Jonathan Anderson’s successful stint (now at Dior) at the fashion house, the current creative directors of the classic brand, Jack McCollough and Lazaro Hernández, said their mission would be to return to its roots: ‘The vibrancy and positive energy of Spanish culture run through Loewe’, they commented in an interview with ‘Vogue’.
Their aim is to recapture the ‘Spanishness’ that has defined the house’s DNA for decades, and what better way to do so than through one of the sports that attracts the biggest crowds in the country and has given Spanish fans – and sports lovers in general – so much joy.
Loewe, a house with a rich history
Loewe was founded in Madrid in 1846 and is renowned for its excellence in leather goods. For decades, craftsmanship, its use of leather, innovation and a singular spirit have defined the house’s identity.
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 is now extending into sport, accompanying a generation of players who are making fans dream of more stars on Spain’s 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 RFEF and the Spanish national team as they face the challenges and hopes that lie ahead for Spanish football in the coming years.
