Founded in 1846 by a collective of artisans working from a cobbled street in Madrid, Loewe enters its 180th year as the second-oldest luxury fashion house in the world. To mark the anniversary, the Spanish House commissioned photographer Talia Chetrit for a campaign that brings the archive into the present.
What began as an intimate leather atelier has since grown into one of the industry's most singular creative forces: a House that has never confused longevity with complacency. To celebrate the milestone, Loewe unveils an expansive campaign led by global brand ambassador Julia Garner, alongside Giselle, Salma Abu Deif, Kara Wai, actress Sissy Spacek and artist Kara Walker, each photographed with bags that trace Loewe's own timeline.
There is the Flamenco clutch, first launched in the 1980s; the Puzzle, introduced in 2015; and the new Amazona 180, a reinterpretation of the 1975 original by creative directors Jack McCollough and Lazaro Hernandez. Their debut vision restores the bag's original essence while pushing it towards something more fluid and fresh.
The celebration extends beyond the image. A capsule collection spanning bags, small leather goods and ready-to-wear lands in stores, threaded through with lion motifs that reference the German meaning of the House’s name: embroidered in beads, inlaid in leather, pressed into charms and printed inside the Amazona 180.
In addition, an animated short film narrated by Antonio Banderas retraces key moments in Loewe’s history, from the 1872 unification of the artisan collective under Enrique Loewe Roessberg and the royal warrant of 1905 to the founding of the Loewe Foundation in 1988. The anniversary is also marked by a special-edition publication, 180 Years of Craft, arriving as a supplement to Loewe Magazine Issue 11 and available free in stores and partner bookshops from 15 June.
