Loewe Celebrates Its 180th Year with a Special Anniversary Campaign

Founded in Madrid in 1846 by a collective of artisans, Loewe has grown from a small workshop into one of fashion’s most enduring names. While leatherwork remains central to its identity, the house has built its reputation on balancing preservation with reinvention—continually evolving while maintaining its commitment to quality and creativity.

In time for its 180th anniversary, the maison marks the rare milestone with an anniversary campaign that unites some of its ambassadors and creative collaborators.

Fronted by Julia Garner, aespa’s GISELLE, Salma Abu Deif, and Kara Wai, alongside actor Sissy Spacek and artist Kara Walker, the campaign draws on the craftsmanship and artistic spirit that have long defined the Spanish house. Each portrait pairs its subject with some of the brand’s most recognizable handbags.

Among the featured designs are the Flamenco clutch, first introduced in the 1980s, the Puzzle bag, which debuted in 2015, and the newly unveiled Amazona 180.

The latter revisits the original Amazona, first launched in 1975, and has been reimagined by creative directors Jack McCollough and Lazaro Hernandez for their debut collection. Together, the bags reflect Loewe’s longstanding focus on innovative construction, material expertise, and artisanal craft.

A special capsule collection, available in stores and online, draws on the brand’s heritage through a playful lens. Spanning handbags, small leather goods, and ready-to-wear, the release incorporates lion motifs in beaded embroidery, leather intarsia, charms, and even the lining of the Amazona 180. The symbol references the name Loewe, which means “lion” in German.

Loewe is also commemorating the milestone with an animated film narrated by Spanish actor Antonio Banderas. The short chronicles pivotal moments in the house’s history, from 1872, when German merchant Enrique Loewe Roessberg unified the artisan collective under his name, to its appointment as a supplier to the Spanish Crown in 1905, and the founding of the Loewe Foundation in 1988.

The brand also unveils Issue 11 of the Loewe Magazine. Titled "180 Years of Craft," the special publication explores archival pieces and offers a rare look inside the house’s Madrid atelier. Copies are available free of charge in Loewe stores and select bookstores.

One of its key features revisits the original Amazona bag and its cultural significance in 1970s Spain. As more women entered the workforce, the design came to represent confidence and independence. The new Amazona 180 carries that same spirit forward, updated through Jack McCollough and Lazaro Hernandez’s vision with softer materials, including smooth suede and supple calfskin.