Loewe Celebrates 180 Years Of Craftsmanship With A Celebrity Campaign And Anniversary Capsule Collection
Featuring prominent Loewe brand ambassadors alongside an animated film and a special publication that will be released in the next issue of Loewe Magazine.
When it comes to longevity of fashion houses, Loewe delivers a masterclass. Currently the second oldest luxury fashion house in the world, the Spanish brand was first founded way back in 1846 by a collective of artisans who set up a small workshop on a busy cobbled street. Now almost two centuries later, the heart of Loewe still remains – its focus on the intimate relationship with craft, and the attention to leather excellence.
See also: What Craft Means To Singaporean Bookbinder Adelene Koh, A Loewe Craft Prize 2026 Finalist
Global brand ambassador Julia Garner in Loewe’s 180th anniversary campaign.
To celebrate its 180th year of innovative craftsmanship in 2026, Loewe has tapped a slew of brand ambassadors and friends of the house to front its campaign. Shot by photographer Talia Chetrit, it includes a cast from the likes of Julia Garner, Salma Abu Deif, Aespa’s Giselle, Kara Wai, Sissy Spacek and Kara Walker.
There’s no better way to honour Loewe’s expertise in craft than through the bags itself. In the campaign, the six women – clad head-to-toe in Loewe apparel – pose with iconic Loewe bags known throughout the decades. In their arms, the Flamenco clutch, the Puzzle and the new Amazona 180 – a reimagination of the house’s iconic Amazona design as seen during creative directors Jack McCollough and Lazaro Hernandez’s debut Loewe Spring Summer 2026 collection last October.
The Amazona 180 from the capsule collection.
Accompanying the campaign is a capsule collection which spans bags, small leather goods and ready-to-wear. Playful and experimental, the collection is characterised by the abundance of lion motifs which appear in beaded embroidery, leather charms and on the interior of the Amazona 180, which is complete with adorable lion ears on the handle. It’s a callback to the house’s name, Loewe, which means lion in German. The capsule collection can be purchased in store and online from June 3, 2026 onwards.
In an animated film narrated by Antonio Banderas, we are taken on a journey through key moments in Loewe’s rich history which puts the house’s legacy into perspective. And if you didn’t already know, Loewe existed before the telephone, lightbulb and the moon landing.
The film traces back the roots of the house to when German merchant Enrique Loewe Roessberg unified the collective of artisans under his name in 1872. It also highlights Loewe’s appointment as supplier to the Spanish Crown in 1905, and the monumental establishment of the Loewe Foundation in 1988 – the very organisation that oversees the prestigious Loewe Craft Prize.
To cap off Loewe’s anniversary campaign rollout, a special edition publication providing an archival look into the Madrid atelier, will be released as part of Issue 11 of Loewe Magazine. It’s titled 180 Years of Craft, and is accompanied by a feature on the original Amazona bag contextualised within the social and political realities of 1970s Spain. Both Issue 11 and the supplement will be available for free in Loewe stores and partner bookstores from June 15, 2026.