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The Spanish luxury fashion house LOEWE looks back on an extraordinary history: in 2026, the brand will celebrate its 180th anniversary. Founded in Madrid in 1846 by a collective of artisans, LOEWE is considered the second oldest luxury fashion house in the world. To mark the anniversary, the company will present an international campaign, an exclusive capsule collection, and several projects that pay tribute to the brand’s artisanal heritage.
The anniversary campaign, photographed by American photographer Talia Chetrit, focuses on prominent figures from art, film, and fashion. Among those featured are global brand ambassador Julia Garner, brand ambassadors Salma Abu Deif, Giselle, and Kara Wai, as well as Oscar-winning actress Sissy Spacek and artist Kara Walker.
The campaign connects the brand’s past and present. The protagonists carry some of the brand’s most iconic bag designs, including the Flamenco Clutch from the 1980s, the Puzzle Bag introduced in 2015, and the new Amazona 180. The latter is based on the iconic Amazona bag from 1975 and has been reinterpreted by the new creative directors Jack McCollough and Lazaro Hernandez for their first collection at LOEWE.
To accompany the campaign, a capsule collection featuring bags, leather accessories, and ready-to-wear pieces will be released on June 3rd. The collection incorporates key elements of the brand identity, combining luxurious craftsmanship with a playful design language. Lion motifs are a recurring theme throughout the designs – appearing as beadwork, leather inlays, pendants, or as a detail inside the Amazona 180 bag. They reference the brand name “Loewe,” which means “lion”,
Another highlight of the anniversary year is an animated short film narrated by Antonio Banderas . The film tells the story of the company from its beginnings in the 19th century to the present day. It recalls, among other things, the year 1872, when the German merchant Enrique Loewe Roessberg united the artisans’ association under his name, the appointment as a supplier to the Spanish royal family in 1905, and the founding of the LOEWE FOUNDATION in 1988.
In addition, LOEWE is publishing the special publication “180 Years of Craft,” which will be included as a supplement to the eleventh issue of LOEWE Magazine. From June 15th, it will be available free of charge in the brand’s boutiques and in selected bookstores. The publication offers insights into the house’s Madrid atelier and showcases rare pieces from the archives. A particular focus is on the history of the Amazona bag, which became a symbol of female empowerment in the 1970s. In a time of social change in Spain, it represented the growing presence of women in public and professional life.
With the reinterpretation of the Amazona and the numerous anniversary projects, LOEWE is not only looking back on its past. Rather, the fashion house sees its 180th anniversary as an opportunity to combine tradition and innovation – and to retell its craftsmanship through a contemporary perspective.
For more information, please visit: https://www.loewe.com
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