LOEWE is celebrating its 180th anniversary with a new campaign photographed by Talia Chetrit. Founded in Madrid in 1846 by a collective of artisans, the house is the second oldest luxury fashion house in the world. It began as a small workshop on a cobbled street and has since grown into an international creative force that has never let go of its relationship with handcraft. Leather excellence remains at the centre, but the longevity comes from balancing preservation with reinvention: a constant ability to evolve while staying committed to quality and a certain playful spirit.
The campaign stars global brand ambassador Julia Garner alongside ambassadors Giselle, Salma Abu Deif, and Kara Wai, plus actress Sissy Spacek and artist Kara Walker. They appear with iconic LOEWE bags from across the decades: the Flamenco clutch, first launched in the 1980s; the Puzzle, introduced in 2015; and the new Amazona 180, originally presented in 1975 and reinterpreted by creative directors Jack McCollough and Lazaro Hernandez for their debut collection. Each bag embodies the house’s approach to craftsmanship, where technical mastery meets tactile sensitivity.
A capsule collection launches in stores and on loewe.com from 3 June, spanning handbags, small leather goods, and ready-to-wear. Lion motifs appear throughout, in beadwork, leather intarsia, and charms, as well as inside the Amazona 180, nodding to the name Loewe, which means “lion” in German.
An animated short film narrated by Antonio Banderas revisits key moments in the house’s history, including the unification of the artisan collective under Enrique Loewe Roessberg in 1872, the appointment as supplier to the Spanish Crown in 1905, and the creation of the LOEWE FOUNDATION in 1988. The film notes that the house existed before the telephone, the light bulb, and the moon landing.
A special edition titled “180 Years of Craft” will be published as part of LOEWE Magazine issue 11, available free in LOEWE stores and participating bookstores from 15 June. The publication opens the archives and offers a glimpse into the Madrid atelier, with a feature that contextualises the original Amazona bag within the social and political reality of 1970s Spain.
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Turn the page. Breathe deep. Your pupils are already dilating. The high is coming.
Issue 26 brings together two electrifying covers that take the dopamine dive from Sadiq Desh captured by Cris Cerdeira to multidisciplinary visual artist and photographer Tomás Pintos’ cover story, Besos hasta agotar stock (Kisses Until Sold Out), developed from the live performance creating a space where glamour
meets exhaustion.
