On June 1, Spanish luxury house LOEWE announced a new global campaign celebrating its 180th anniversary in 2026. Marking the milestone, the brand is launching a series of initiatives—including a campaign, limited-edition collection, film, publication, and exhibitions—that honor its heritage while looking toward the future of craftsmanship and creativity.
Summary
- LOEWE unveiled a global campaign celebrating its 180th anniversary
- Julia Garner, Giselle, Salma Abu Deif, and Kara Wai appear in the campaign
- New Creative Directors Jack McCollough and Lazaro Hernandez reinterpreted the iconic Amazona bag as the “Amazona 180”
- The LOEWE 180 capsule collection launches in stores and online beginning June 3
Founded in Madrid in 1846 by a collective of leather artisans, LOEWE has built its identity around exceptional leather craftsmanship for nearly two centuries. The anniversary project highlights the brand’s enduring commitment to artisanal excellence, innovation, and creative evolution.
Iconic Bags From Across LOEWE’s History Take Center Stage
Photographed by Talia Chetrit, the campaign features LOEWE Global Brand Ambassador Julia Garner alongside Brand Ambassadors Giselle, Salma Abu Deif, and Kara Wai.
The cast also includes actress Sissy Spacek and artist Kara Walker, each photographed with some of the house’s most iconic handbags.
Among the featured designs are the Flamenco, first introduced in the 1980s, the Puzzle bag launched in 2015, and the Amazona, which debuted in 1975 and remains one of the brand’s most recognizable creations.
Particular attention is given to the new Amazona 180, reimagined by LOEWE’s newly appointed Creative Directors Jack McCollough and Lazaro Hernandez. While preserving the spirit of the original design, the updated version introduces a softer, more sensual feel through supple calfskin and suede construction.
A Special Capsule Collection Inspired by “180”
Another key element of the anniversary celebration is the LOEWE 180 capsule collection, which will be available in stores and online beginning June 3.
The collection includes handbags, leather goods, and ready-to-wear pieces that combine LOEWE’s heritage craftsmanship with a playful and experimental approach to design.
One of the collection’s recurring motifs is the lion, featured on charms and within the interior details of the Amazona 180. The symbol serves as a playful reference to the fact that “Loewe” means “lion” in German.
Anniversary Film Narrated by Antonio Banderas
To mark the occasion, LOEWE has also released an animated film narrated by actor Antonio Banderas.
The film revisits key moments in the brand’s history, including the arrival of Enrique Loewe Roessberg in 1872, LOEWE’s appointment as an official supplier to the Spanish Royal Household in 1905, and the establishment of the LOEWE Foundation in 1988.
It also places the brand’s longevity into perspective by noting that LOEWE predates the telephone, the light bulb, and even humanity’s first moon landing.
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LOEWE Publishes 180 Years of Craft
As part of the anniversary celebrations, the house has produced a special publication titled 180 Years of Craft.
The volume will be distributed as a companion issue to LOEWE Magazine Issue 11 and will be available free of charge beginning June 15 at LOEWE boutiques and selected bookstores.
The publication explores rare pieces from the brand’s archives while offering a glimpse inside its Madrid atelier. It also revisits the social and cultural context surrounding the launch of the Amazona in 1970s Spain, examining how the bag came to symbolize confidence, independence, and the changing role of women in society.
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