The Spanish maison marks its 180th anniversary with a special collection, a star-studded campaign and a tribute to the craftsmanship that transformed luxury fashion.
LOEWE has just entered one of the most significant chapters in its history. Founded in Madrid in 1846, the House is celebrating its 180th anniversary with an ambitious creative project combining an international campaign, a capsule collection, an animated short film and an editorial publication tracing nearly two centuries of innovation, craftsmanship and leather excellence. Rather than relying on nostalgia, the Spanish maison uses this historic milestone to reaffirm its identity while projecting a new future under the creative direction of Jack McCollough and Lazaro Hernandez.
The anniversary campaign brings together some of the most compelling names across film, music and contemporary art. Among them are Julia Garner, global K-pop star GISELLE of aespa, legendary actress Sissy Spacek, alongside Salma Abu Deif, Kara Wai and artist Kara Walker. Photographed by Talia Chetrit, the campaign transforms some of the House’s most iconic bags into protagonists of a visual narrative built around memory, evolution and permanence.
The imagery unfolds as a journey through LOEWE’s history, revisiting essential pieces that shaped different chapters of the brand. The iconic Flamenco clutch, first introduced in the 1980s, appears alongside the Puzzle Bag, one of contemporary luxury’s defining accessories since its launch in 2015, as well as a deeply symbolic reinterpretation: the Amazona 180.
This new design sits at the centre of the anniversary celebration. Inspired by the original Amazona bag, launched in 1975, the updated silhouette revisits one of the House’s greatest icons through a softer, more sensual and contemporary lens. Crafted in supple suede and calfskin leather, the bag aims to reconnect with the progressive spirit tied to the original design — a piece that emerged during a period of major social transformation in Spain, when many women were beginning to occupy professional, civic and economic spaces with new independence.
Beyond the collection, LOEWE also constructs a powerful historical narrative through an animated short film narrated by Antonio Banderas, revisiting defining moments in the House’s legacy. The film highlights milestones including the consolidation of the brand under Enrique Loewe Roessberg in 1872, its appointment as official supplier to the Spanish Crown in 1905, and the establishment of the LOEWE Foundation in 1988.
The maison also accompanies the anniversary with a special publication titled ‘180 Years of Craft’, included within Issue 11 of LOEWE Magazine, featuring archival materials, previously unseen pieces and a rare glimpse inside the Madrid atelier.
