Loewe marks 180 years with capsule, new Amazona 180 bag
Loewe tied its 180th birthday to a new Amazona 180 bag, a capsule, a magazine and an animated film that puts leather craft back in the spotlight.
Loewe is marking 180 years by turning its leather history into a full fashion proposition: a capsule collection, a frisky campaign, a special anniversary magazine and an animated film narrated by Antonio Banderas. The message is clear. Heritage only works at this level when it feels current, collectible and a little bit mischievous.
Founded in Madrid in 1846, Loewe says it has become the second-oldest luxury fashion house in the world, and the anniversary is built around that origin story. The house frames the milestone around “craftsmanship, reinvention, and playful spirit,” a neat summary of how the brand sells desirability now, not as nostalgia, but as leather work with a modern point of view. Instead of treating its past as a museum piece, Loewe is packaging it as a living creative language.
The centerpiece is the new Amazona 180, a fresh take on one of the brand’s most storied bags. Loewe says the bag “revisits” the classic silhouette through a modern lens, and the design keeps that promise in a relaxed shape anchored by a single toron top handle. That kind of update matters because it is exactly where successful luxury sits today: familiar enough to read as lineage, new enough to feel like a relevant purchase, and polished enough to slot into an everyday wardrobe without looking precious.
The anniversary campaign was photographed by Talia Chetrit and serves as the first campaign for Loewe’s Spring Summer 2026 collection by Jack McCollough and Lazaro Hernandez. The cast includes Julia Garner, GISELLE, Salma Abu Deif, Kara Wai, Sissy Spacek and artist Kara Walker, a lineup that gives the images range beyond a single house-code portrait. Flamenco clutches, Puzzle bags and the Amazona 180 all appear in the imagery, reinforcing the idea that Loewe is not just celebrating one bag or one archive chapter, but a whole visual system built on craft.
The celebration is set to continue beyond the initial launch. Loewe’s anniversary program also includes a publication and exhibitions, extending the story from product into culture and giving the house multiple ways to keep its leather heritage in circulation. The capsule was reported to debut on June 3, 2026, but the larger strategy is already obvious: the brands that win on effortless luxury are the ones that can make workmanship feel immediate, not nostalgic.
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