Loewe's 180th Anniversary: New Creative Directors Revive Iconic Amazona Bag

Loewe, the oldest luxury brand in LVMH's portfolio, celebrates its 180th anniversary in 2026 with a new creative direction. Founded in 1846 in Madrid, the Spanish heritage label was named after Enrique Loewe Roessberg in 1872. Under LVMH since 1996, creative directors have included Narciso Rodriguez, José Enrique Oña Selfa, Stuart Vevers, and Jonathan Anderson. Now, Jack McCollough and Lazaro Hernandez helm the brand, debuting their spring 2026 collection. They reintroduced the Amazona 180, a boxy single-handle bag with a concealed suede-lined compartment, available in mini, small, and large sizes and colors including cobalt blue. The Amazona originally launched in 1975 as a work bag for women. Other key bags include the Puzzle (2015), Flamenco (1970s, relaunched 2010), Basket (2017), Squeeze (2023), Puzzle Fold (2023), Pebble Bucket (2024), and Hammock (2016). The Puzzle bag, handcrafted in Madrid from nine pieces of leather, takes nine hours to produce. The Flamenco now features metal coil pull knots by McCollough and Hernandez. The Basket bag, a woven palm-leaf design, debuted at spring 2017. The Squeeze bag, introduced fall 2023, has a plush handle. The Puzzle Fold tote folds flat. The Pebble Bucket, from men's spring/summer 2024, has an adjustable strap. The Hammock, reissued in 2016, has flexible sides. Loewe's logo, an anagram of four L's, was designed by Vicente Vela in 1970. The brand was an official supplier to the Spanish Royal Crown by 1905.