Loewe marks 180 years with Amazona 180 bag and lion motifs

Loewe has made its 180th anniversary feel like a giftable event, not just a brand milestone. The house, which says it began as a small leather workshop in Madrid in 1846 and is now the second-oldest luxury fashion house in the world, has built the capsule around the Amazona 180 and a lion motif that runs through bags, charms, embroidery and leather intarsia. That matters for shoppers: an anniversary-marked piece carries more story, and usually more staying power, than a standard seasonal buy.

If you are buying one serious present, the medium Amazona 180 in soft calfskin is the best place to start. Loewe has reworked the bag first introduced in 1975 with a softer, more relaxed shape, a single toron top handle and a more casual way of carrying it open, which makes it feel less precious in use and more modern on the shoulder. At $4,900, it sits below Loewe’s Medium Featherlight Puzzle bag at $5,750, so the anniversary premium feels justified by the commemorative angle rather than inflated by it. For the collector who wants to lean all the way into the story, the Small Lion Intarsio Amazona 180 rises to $5,150.

The smartest under-$1,000 gifts are the lion accessories, because they let someone wear the anniversary without committing to a bag. The Lion tag charm is $650 and stamped “1846 Madrid,” which makes it a tidy choice for the Loewe loyalist who already carries a Flamenco or Puzzle. The Lion tail charm in mink and calfskin is $690, while the Lion head charm in crochet and calfskin is $990 for the person who likes their luxury a little more playful and a lot more visible. Those are the kinds of gifts that look thoughtful in the hand and even better once clipped on.

The rest of the rollout reinforces the collector mood. Talia Chetrit photographed the campaign, which features Julia Garner, Salma Abu Deif, Giselle, Kara Wai, Sissy Spacek and Kara Walker, while an animated film narrated by Antonio Banderas revisits 1872, 1905 and 1988, key dates in Loewe’s house history. Loewe also placed “180 Years of Craft” in issue 11 of Loewe Magazine, due June 15, turning the anniversary into something you can gift, keep and display. For buyers who want brand history, rarity and a strong visual story in one purchase, this is commemorative luxury done properly.