Loewe marks its 180th anniversary with new campaign and capsule collection

The Spanish luxury house unveils a commemorative campaign. To mark its 180th anniversary, Loewe has staged a photo shoot paying tribute to its heritage, to be accompanied by the launch of a special-edition capsule collection and an animated short film that revisits some of the most significant milestones in its history.

Shot by American photographer Talia Chetrit, the campaign features actress and model Julia Garner, who joined the brand in March this year as a global ambassador, alongside fellow ambassadors Giselle, Salma Abu Deif, and Kara Wai, as well as actress Sissy Spacek and artist Kara Walker. In the images, the cast showcase some of Loewe’s most iconic bags, including the Flamenco Clutch, the Puzzle, and the new Amazona 180, reinterpreted by creative directors Jack McCollough and Lazaro Hernandez, with a strong focus on the evolution of design over the past two centuries.

As part of the anniversary celebrations, the house will also launch a capsule collection available from Wednesday in a selection of stores as well as via its e-commerce platform. The line-up includes bags, small leather goods, and even ready-to-wear pieces inspired by the house’s creative legacy. Distinctive elements of the collection include lion motifs, appearing across pieces as beaded embroidery, leather intarsia, leather charms, and on the interior of the new Amazona 180 bag.

Finally, the celebration is rounded off with an animated short film that charts some of the key moments in the company’s history. Narrated by Málaga-born actor Antonio Banderas, the film revisits episodes such as the German merchant Enrique Loewe Roessberg joining the collective of artisans in 1872, the brand’s appointment as an official supplier to the Spanish Royal Household in 1905, and the creation of the Loewe Foundation in 1988. The brand will also publish a special edition entitled “180 Years of Craft,” included in issue 11 of its Loewe Magazine, which will be available free of charge from June 15 in its stores and partner bookshops.

Founded in Madrid in 1846, the luxury house is part of the French group LVMH, which also includes brands such as Dior, Louis Vuitton, Givenchy, and Bulgari. According to the latest available data, Loewe SA, its main operating company, closed the 2024 financial year with a turnover of €885.2 million, representing growth of 9.2% on the previous year.