What Does 180 Years of Craft Look Like? Ask LOEWE

Fashion is often defined by change: new trends, creative eras, and manners of dressing. Few fashion houses can claim nearly two centuries of history while retaining profound cultural resonance.

So how does one become timeless? For LOEWE, it’s about understanding that longevity isn’t just the preservation of the past but a reinterpretation for the modern era. This year, the Spanish brand celebrates its 180th anniversary. The second-oldest luxury fashion house in the world, LOEWE demonstrates how to balance heritage, craft, and a spirit of play that remains true to its longstanding identity.

LOEWE's story began in 1846 as a small leather workshop on a cobbled street in Madrid. As its reputation for excellent leather grew, the house became an official supplier to the Spanish royal crown.

Over the years, LOEWE continued to attract devoted patrons, not least after entering a new era as one of LVMH's luxury fashion houses. This includes fine artists and cultural collaborators such as Lynda Benglis; photographers such as Steven Meisel; and high-profile figures such as Anna Wintour, Greta Lee, Jamie Dornan, Josh O'Connor, and Ariana Grande. Recently, this has also included Spain's men's and women's national football teams.

Today, LOEWE remains a highly celebrated heritage brand, known for innovative, boundary-pushing collections that seamlessly blend artistic vision with contemporary culture. As the house celebrates its 180th anniversary, it looks back at core codes and signature techniques, grounding them in the modern world.

Lensed by photographer Talia Chetrit, LOEWE’s 180th anniversary collection launches with a campaign starring a cross-generational, cross-cultural cast: global brand ambassador Julia Garner; brand ambassadors Giselle of aespa, Salma Abu Deif, and Kara Wai; alongside actress Sissy Spacek and artist Kara Walker.

By bringing together diverse cultures and eras, LOEWE fosters a dialogue among the past, present, and future, mirroring the brand’s ethos.

The campaign features iconic LOEWE bags, introduced across the decades. First launched in 1975, the Amazona carries a deep cultural meaning for its wearers. Created in a time when Spanish women were entering the workforce, the structured bag reflected women’s growing autonomy.

Then in 1980, the Flamenco clutch helped spark a major shift toward an affinity for soft, slouchy silhouettes.

Meanwhile, in 2015, the Puzzle became the year’s “it” bag, capturing the practical “understated luxury” zeitgeist. By deconstructing the traditional handbag into a geometric, origami-inspired shape, LOEWE created a functional, high-art piece.

The campaign also highlights a full-circle moment for the house: the debut of the Amazona 180. Reimagined by creative directors Jack McCollough and Lazaro Hernandez for their inaugural collection, this soft, relaxed interpretation breathes new life into the enduring 1975 design.

The collection also features whimsical beadwork and leather intarsia lion motifs—a playful nod to the name Loewe, which translates to “lion” in German.

So, what do 180 years of craft look like? For LOEWE, it looks like a house that understands its past deeply enough to transform it for the present.

By fearlessly deconstructing and reinventing its past identities for a new era, LOEWE reminds the global fashion landscape that true heritage only stays alive when it moves forward.

Discover LOEWE’s 180th anniversary campaign and explore its latest pieces in the Philippines through LOEWE boutiques at Shangri-La Plaza Mall East Wing, Greenbelt 3, and The Mall | NUSTAR Cebu. For more information, visit ssilife.com.ph or follow @ssilifeph on Instagram.