La Roja will be dressed in luxury fashion at the 2026 World Cup. The Spanish Football Federation (RFFE) has announced that the haute couture house Loewe will be responsible for kitting out the players of the Spanish national team who will travel to Mexico, the United States and Canada to compete in 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 Spanish national teams on their journeys 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 go hand in hand in promoting brand Spain beyond Europe’s borders.
Quiet luxury and impeccable tailoring: this is what Loewe’s suits for La Roja will look like
The collection will start with a range of tailoring, casual pieces, footwear and leather goods for the men’s national football team. The suits will be made in the brand’s own workshops and feature a discreet Loewe Anagram logo on the inside of the sleeve, visible in movement.
The Spanish luxury house, which currently forms part of the LVMH conglomerate (owner of brands such as Dior, Givenchy and Moët, among many others), will dress both teams in a complete travel wardrobe for the matches and tournaments held around the world, from the World Cup in the United States, Mexico and Canada in 2026 through to the tournament to be staged in Spain, Portugal and Morocco in 2030.
After Jonathan Anderson’s successful tenure (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 vitality and positive energy of Spanish culture run through Loewe’, they commented in an interview with ‘Vogue’.
Their goal is to recover the “Spanishness” that has shaped the brand’s DNA for decades, and what better way to do it than through one of the sports that attracts the biggest crowds in the country and has brought so much joy to Spanish fans and sports lovers in general.
Loewe, a house with a long history
Loewe was founded in Madrid in 1846 and is renowned for its excellence in leather goods. For decades, its craftsmanship, its use of leather, its innovation and its singular spirit have defined 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 make 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 large group of sponsors who have placed their trust in the RFFE and the Spanish national team as they look ahead to the challenges – and dreams – facing Spanish football in the coming years.