Loewe Celebrates 180th Anniversary with Global Campaign and Special Exhibition

Founded in Madrid in 1846 by a collective of artisans, Loewe is the second-oldest luxury fashion house in the world. From a small workshop on cobblestone streets, it has evolved into a global creative force deeply rooted in handcraft. At the core of Loewe’s long history is a commitment to leather excellence, defined by a balance of heritage and innovation—a dedication to quality and a playful spirit that constantly evolves.

This year, Loewe marks its 180th anniversary. To commemorate this, the brand is launching a campaign shot by Tyler Mitchell, featuring Global Brand Ambassador Julia Garner, Brand Ambassadors Giselle, Salma Abu Deif, and Kara Wai, alongside actor Sissy Spacek and artist Kara Walker. Celebrating the brand’s rich history, the cast appears with iconic Loewe bags, including the Flamenco clutch (born in the 1980s), the Puzzle (2015), and the Amazona (1975), which has been reimagined by Creative Directors Jack McCollough and Lazaro Hernandez as the new Amazona 180. Each piece embodies Loewe’s unique approach to structure, material, and movement, infused with savoir-faire through exceptional technique and tactile sensibility.

The campaign also highlights the Loewe 180 capsule collection, available in stores and online starting Wednesday, June 3rd. The collection features bags, leather goods, and apparel that blend Loewe’s luxury heritage with playfulness and experimentation. The "Lion" motif, appearing in bead embroidery and leather intarsia, as well as on charms and inside the Amazona 180, alludes to the fact that "LOEWE" means lion in German.

In addition to the capsule collection and campaign, an animated film narrated by Antonio Banderas has been released, tracing key moments in Loewe’s history and reminding viewers that the brand existed before the telephone, the lightbulb, and the moon landing. It highlights milestones such as Enrique Loewe Roessberg uniting artisans under his name in 1872, becoming an official supplier to the Spanish Royal Family in 1905, and the establishment of the LOEWE FOUNDATION in 1988.

A special publication titled "180 Years of Craft" will be issued as part of Loewe Magazine Issue 11. The issue and its supplement will be distributed for free at Loewe stores and partner bookstores starting Monday, June 15th. The publication showcases rare pieces from the archives and offers a glimpse into the Madrid atelier. A feature article re-examines the original Amazona bag against the social and political backdrop of 1970s Spain, a time when women were entering public life and professional spheres, embodying a spirit of confidence and independence. With the Amazona 180, McCollough and Hernandez carry on this spirit, introducing new sensuality and lightness through smooth suede and supple calfskin.

The reinterpretation of the Amazona reflects the philosophy underlying Loewe’s anniversary. It is not just a milestone, but a "180" as a mode of thought—a 180-degree turn to consciously return to what has been built and reinterpret it from a new perspective. For Loewe, craft is always art, and imagination is the tool.

Special Japanese Exhibition for Loewe’s 180th Anniversary
At Morioka Shoten in Ginza, an exhibition of archival photos tracing Loewe’s 180-year history will be held. Curated by owner Yoshiyuki Morioka, the exhibition presents early atelier photos, store designs, window displays, and advertisements from the Madrid archives in chronological order. It also highlights contemporary Japanese social and cultural events, layering Loewe’s 180 years with Japan’s history. The commemorative booklet "180 Years of Craft" will also be distributed at the venue.

June 20 (Sat) - 28 (Sun)
13:00 - 19:00
1F Suzuki Building, 1-28-15 Ginza, Chuo-ku, Tokyo