La Roja will be dressed in luxury fashion at the 2026 FIFA World Cup. The Royal Spanish Football Federation (RFFE) has announced that haute couture house Loewe will be responsible for kitting out the players 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 Spanish men’s and women’s national teams on their travels around the world over the next four years.

This will see one of the world’s most famous Spanish luxury brands and the national football teams join forces to promote “brand Spain” far beyond Europe’s borders.

Quiet luxury and impeccable tailoring: this is how Loewe will be suiting La Roja

The collection will start with a tailoring line, casual garments, footwear and leather goods for the men’s national football team. The suits will be made in the house’s workshops and will feature a discreet Loewe Anagram logo on the inside of the sleeve, which will be visible in movement.

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 complete travel wardrobe for the matches and tournaments taking place around the world, from the World Cup in the United States, Mexico and Canada in 2026 through to the tournament to be held in Spain, Portugal and Morocco in 2030.

After Jonathan Anderson’s successful stint (he is 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 told ‘Vogue’ in an interview.

Their aim is to reclaim the “Spanishness” that has defined the brand’s DNA for decades, and what better way to do that 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, 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 is now extending into the sporting arena, accompanying a generation of players who are fuelling dreams of more stars on Spain’s shirt, redefining football with their talent and instinct and representing Spain with the same energy that inspires Loewe.

The fashion house thus joins the extensive group of sponsors who have placed their trust in the RFFE and the Spanish national team as Spanish football looks ahead to the challenges and hopes on the horizon in the coming years.

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