Loewe is undeniably one of the buzziest fashion houses of the 21st century. Every season, the Spanish maison manages to release a new collection with a piece that ends up going viral on the internet. From their mind-boggling pixelated and blurred clothes to their Polly Pocket-like structured pieces, their offerings continue to push the boundaries of fashion, bringing our sartorial fantasies to life.
If you thought that Loewe was a young, up-and-coming fashion brand, think again. Don’t let its contemporary and out-of-the-box designs fool you. It’s actually one of the oldest luxury brands in the world, founded over 170 years ago. So how does a fashion brand that’s been around for decades stay relevant?
- Loewe History
- Loewe Pronounciation
- Loewe Creative Directors
- Most Iconic Loewe Pieces
- Filipino Celebrities Wearing Loewe
- Where to Shop for Loewe in the Philippines
The History of Loewe
Standing as one of the oldest luxury brands in the world, Loewe was founded in Madrid, Spain, in 1846 by a collective of Spanish leather craftsmen. It wasn't until 30 years later that a German leather craftsman named Enrique Loewe Roessberg unified the collective under a single banner, renaming the brand "Loewe" and ushering in a new chapter in its history.
Loewe's reputation for leather excellence soared, and its leather goods found a special place among Spanish royalty, the brand's primary customer base. In 1905, the brand received the title of "Supplier to the Royal Court" from King Alfonso XIII of Spain, solidifying its standing as a purveyor of quality and craftsmanship. Queen Victoria Eugenie, the king's wife, was a frequent visitor to the store on Príncipe de Madrid street.
Other renowned figures, such as American novelist Ernest Hemingway, Italian screen goddess Sophia Loren, and Hollywood's Golden Age star Rita Hayworth, were also regular patrons of the brand.
In a pivotal moment in 1996, Loewe entered a new era by becoming LVMH's oldest luxury fashion house, joining prestigious brands like Fendi, Dior, and Givenchy under the conglomerate's umbrella. This acquisition marked a significant turning point in Loewe's history, propelling it towards further international expansion and increased visibility on the global stage. Today, Loewe's legacy, blending Spanish artistry with German precision, continues to captivate fashion enthusiasts worldwide.
How to Pronounce Loewe
Despite being a Spanish brand established in Madrid, confusion arose due to the German roots of its namesake. Pronouncing "Loewe" in German involves a "v" sound for "w's." So, despite the temptation to pronounce it phonetically, the correct Loewe pronunciation is "lo-weh-vay." Now that you know, keep practicing until it rolls off the tongue.
Loewe Creative Directors
Since its acquisition by LVMH in 1996, four notable individuals have steered the creative helm of the brand, each leaving a distinctive mark on Loewe's storied legacy. Narciso Rodriguez was the first post-acquisition director, modernizing the brand with a more minimalist aesthetic characteristic of the 90s.
Spanish designer José Enrique Oña Selfa became creative director in 2001, continuing Loewe's commitment to leather craftsmanship while introducing contemporary elements to the collections. He led the brand until 2007 when Stuart Vevers took over. This marked the beginning of Loewe’s shift to a younger audience, gaining recognition in the luxury fashion world, notably with their "Tales of Spain" collection.
Then in 2013, Jonathan Anderson assumed the role of creative director, infusing the brand with an even fresher and more contemporary perspective. Renowned for his achievements with his eponymous brand, JW Anderson, he effortlessly fused fashion with the digital universe. Loewe currently boasts over 1.3 billion views on TikTok, with the hashtag #loewebag standing out as one of the most popular tags on the platform, totaling an impressive 49.6 million views as of writing.
This unique approach not only resonated with a younger audience but also garnered attention from unexpected quarters, including hip-hop and R&B artists like Rihanna.
Remarkably, Anderson managed to maintain appeal for those with more conventional tastes in luxury fashion—and yes, they still maintain their relationship with Spanish royalty, with Queens Sofía and Letizia often carrying Loewe bags. So, it comes as no surprise that fashion technology company Lyst officially crowned Loewe as the hottest brand globally in Q2 of 2023, highlighting its escalating influence in the fashion realm.
Most Iconic Loewe Pieces
Loewe Puzzle bag
The Puzzle made its debut at the Men's Spring/Summer 2015 show in Paris. It was the first bag crafted by Jonathan Anderson as creative director of Loewe and is now considered an icon of the brand.
Loewe Flamenco bag
Originally introduced in the 1970s, the Flamenco bag underwent a revival by Stuart Vevers in 2010 and then again by Jonathan Anderson in 2021.
Loewe Amazona bag
Anderson reintroduced the iconic Amazona bag, initially launched in 1975, during the Fall/Winter 2021 show commemorating Loewe's 175th anniversary.
Loewe Anagram Tank Top
First appearing on the runway at Loewe's Spring/Summer 2022 collection, the Loewe tank top quickly rose in popularity, becoming a staple in many fashionistas' wardrobes. It even ranked number one on Lyst's hottest products in Q2 of 2023.
Loewe Raffia Tote Bag
In 2019 Jonathan Anderson elevated the classic French raffia tote by adding the brand's logo, sparking a summer trend that turned it into a staple for fashion enthusiasts.
Filipino Celebrities Wearing Loewe
1. Marian Rivera
2. Iza Calzado
3. Sofia Andres
4. Pia Wurtzbach
5. Anne Curtis and Heart Evangelista
Where to Shop for Loewe in the Philippines
Ready to cop your own Loewe piece? Head on over to their boutique at the East Wing of Shangri-La Plaza Mall in Ortigas or visit their Makati branch located at Greenbelt 3 to check out their coveted designs. Alternatively, you can also shop online via Trunc.ph.
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