Loewe Celebrates 180 Years with Amazona 180 Bag, Campaign, and Publication

Celebrating its 180th anniversary, Loewe, established in Madrid in 1846, is launching a campaign, publication, and film that highlight its legacy in leather craftsmanship. Initially a group of leather artisans, the brand gained prominence after Enrique Loewe Roessberg joined in 1872, eventually serving the Spanish royal court and attracting clients like Ernest Hemingway, Sophia Loren, Rita Hayworth, and Marlene Dietrich. Its archive, created in 1996, features items from the early 1900s. The Amazona bag, introduced in 1975 for women stepping into public life, showcased a softer design with metal feet. For Spring/Summer 2026, creative directors Jack McCollough and Lazaro Hernandez unveiled the Amazona 180. The anniversary campaign, photographed by Talia Chetrit, stars Julia Garner, Sissy Spacek, and others, while the publication "180 Years of Craft" chronicles the brand's journey. An animated film narrated by Antonio Banderas highlights significant milestones, noting that Loewe predates inventions like the telephone and lightbulb.