Overview
- Loewe has launched a coordinated 180th anniversary program that includes a Talia Chetrit photographic campaign, an animated short narrated by Antonio Banderas, a lion-motif capsule collection and a special LOEWE Magazine issue.
- The lion-themed capsule went on sale in Loewe stores and on loewe.com on June 3 and spans handbags, small leather goods and ready-to-wear with beadwork, leather intarsia and charms.
- The campaign spotlights the Amazona 180, a reworking of the brand’s 1975 Amazona reissued by co-creative directors Jack McCollough and Lazaro Hernandez as a slouchy top-handle carryall that anchors the new merchandising push.
- Photographs feature brand ambassadors and collaborators including Julia Garner, Giselle, Salma Abu Deif, Kara Wai, Sissy Spacek and artist Kara Walker, while the house has also opened portions of its archive for the anniversary issue.
- The program reinforces Loewe’s long leathercraft lineage and its cultural strategy—using archival reissues, artist collaborations and high-profile voices to translate heritage into current product demand and museum-style cultural positioning.