Loewe Turns 180: Inside the House’s Anniversary Celebrations
The lion's tale
Few luxury brands have captured imaginations quite like Loewe today. Whether it’s a bag, a jacket or an unexpected novelty piece, the Spanish house has a knack for creating designs that quickly enter the fashion conversation. Behind every viral hit, though, lies a much older story rooted in craftsmanship and a tradition stretching back nearly two centuries. Founded in a small workshop on a cobbled street in Madrid, the brand built its name on exceptional leatherwork, a commitment that remains central to its identity today.
That commitment remains unchanged, even as Loewe continues to reinvent itself. Turning 180 this year, the house is marking the milestone with a capsule collection spanning bags, small leather goods and ready-to-wear. A lion motif runs throughout the collection, reimagined through beaded embroidery, leather intarsia, charms and details inside the new Amazona 180. The emblem nods to the house’s name, which means lion in German.
The celebrations continue with a campaign photographed by Talia Chetrit. Featuring global brand ambassador Julia Garner alongside Salma Abu Deif, Giselle, Kara Wai, Sissy Spacek and Kara Walker, the series brings together some of the House’s most recognisable bags, from the Flamenco and Puzzle to the new Amazona 180. Together, the images spotlight pieces that have become synonymous with Loewe over the years.
Beyond the collection and the campaign, Loewe is also reflecting on the milestones that have defined its journey. An animated film narrated by Antonia Banderas traces the brand’s evolution from a collective of artisans in Madrid to one of fashion’s most respected names. Along the way, it revisits defining moments in Loewe’s history, including Enrique Loewe Roessberg’s unification of the workshop under his name in 1872, its appointment as supplier to the Spanish Crown in 1905 and the founding of the Loewe Foundation in 1988.
The retrospective continues in print with ‘180 Years of Craft’, a special supplement released alongside Issue 11 of Loewe Magazine. Drawing from the House’s archives, the publication offers a closer look at the people, objects and techniques that have contributed to the Loewe’s story over the decades. Readers are also given rare access to the house’s Madrid atelier, while a dedicated feature revisits the original Amazona bag and its place within the social and cultural landscape of 1970s Spain.
Explore the anniversary collection here.
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