Loewe 180 anniversary marks the Spanish house’s celebration of nearly two centuries of leather craft with a limited collection and a new campaign that revisits signature bags and introduces the Amazona 180.
Loewe 180 anniversary reinterprets leather classics
The limited collection brings together several iconic Loewe silhouettes, including a Flamenco clutch first seen in the 1980s, the Puzzle bag introduced in 2015, and the newly created Amazona 180, a reinterpretation of a shape that first took form in 1975.
Creative directors Jack McCollough and Lazaro Hernandez reworked the Amazona for their first Loewe season, reshaping lines and proportions while keeping the model’s original structure intact, Loewe said in a statement.
Lion motif links the collection to the brand name
The collection is threaded by a lion motif, a visual nod to the brand name Loewe, which corresponds to the German word for lion. The designers translate the lion’s presence into playful, tactile details across leather and clothing.
On ready to wear, the motif appears as dense bead embroidery that catches light, and on bags it appears as layered leather inlays that create a three dimensional effect. Loewe 180 anniversary pieces also hide a surprise: the lion motif emerges in a concealed pocket or lining when certain bags are opened.
New campaign features global faces
To mark the milestone, Loewe commissioned photographer Talia Chetrit to shoot a new campaign that showcases the Loewe 180 anniversary collection. The brand said the images bring together long standing house codes and the new creative team’s reinterpretation of classic shapes.
The campaign features global brand ambassadors and friends of the house, including GISELLE of K pop group aespa, actress Julia Garner, and veteran Hong Kong actor Kara Wai, who appear in separate frames to represent different pieces and moods.
Availability and what to expect
Loewe said the 180th anniversary pieces, including the Amazona 180, Flamenco clutch, and selected small leather goods and ready to wear, will be offered in limited quantities at Loewe boutiques and online at loewe.com.
The brand emphasized handcrafted leather techniques and artisanal finishing across the collection, calling attention to decades of leather working expertise that the house has built since its founding. Collectors and fans should expect a staged roll out, Loewe said.
For more images and details, Loewe recommends visiting its official channels and selected retailers for timing and regional availability.
