Founded in Madrid in 1846, Loewe has spent almost two centuries proving that true luxury is built to last. This year, the Spanish fashion house celebrates its 180th anniversary with a campaign that looks both backwards and forwards, honouring a history rooted in craftsmanship while embracing a new creative chapter.
Shot by photographer Talia Chetrit, the anniversary campaign brings together a cast that reflects Loewe’s global cultural reach. Global brand ambassador Julia Garner appears alongside brand ambassadors Salma Abu Deif, Giselle, and Kara Wai, while actor Sissy Spacek and artist Kara Walker also feature in the series.
At the centre of the campaign are some of Loewe’s most recognisable creations. The Flamenco clutch, first introduced in the 1980s, appears alongside the Puzzle bag, which debuted in 2015. Joining them is the new Amazona 180, a reimagining of one of the House’s most enduring designs. Originally launched in 1975, the Amazona has been revisited by creative directors Jack McCollough and Lazaro Hernandez for their debut collection.
The anniversary celebrations extend beyond the campaign imagery. Arriving in stores and online from June 3, a dedicated capsule collection explores the playful side of the House’s heritage through bags, ready-to-wear pieces, and small leather goods. Throughout the collection, lion motifs reference the name Loewe, which means lion in German. The symbol appears in embroidered details, leather intarsia, charms, and hidden elements within the Amazona 180 itself.
To mark the occasion, Loewe has also released an animated film narrated by Antonio Banderas. The short traces key moments in the House’s history, from the unification of a collective of Madrid artisans under Enrique Loewe Roessberg in 1872 to becoming a supplier to the Spanish Crown in 1905 and the establishment of the Loewe Foundation in 1988.
Further celebrating the milestone is a special publication, 180 Years of Craft, released as part of Issue 11 of the Loewe Magazine. The publication explores archival pieces, offers a rare look inside the House’s Madrid atelier, and revisits the story behind the original Amazona.
When it first appeared in the 1970s, the Amazona reflected a changing Spain and a new generation of women entering public and professional life. The bag became a symbol of confidence and independence. In its latest incarnation, that spirit remains, reinterpreted through softer materials and a more relaxed silhouette.
For Loewe, turning 180 is an opportunity to reflect on what has been built, while continuing to evolve. The result is a celebration of craft that feels as relevant today as it did nearly two centuries ago.
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