Loewe has entered its 180th year with a campaign and capsule collection that position the Spanish luxury house as the second-oldest operating fashion maison in the world — a designation that carries both prestige and a particular kind of creative pressure. Under creative directors Jack McCollough and Lazaro Hernandez, the anniversary has been framed not as a backward-looking celebration but as an opportunity to reassert the house’s relevance through the lens of its most enduring icon: the Amazona bag, now reimagined for a new century.
The 180th anniversary collection is available in Loewe boutiques globally and through the house’s e-commerce platform. Prices range from the accessible — printed silk scarves at the entry point — to the investment-tier shearling outerwear and the Amazona 180 bag itself, which sits at the upper end of the brand’s leather goods range. In an anniversary season dominated by logo-heavy collaborations and limited-edition drops, Loewe has chosen to honor its longevity with something rarer: an invitation to slow down and pay attention to craft.
The capsule extends beyond the bag to include ready-to-wear pieces that reference Loewe’s archival language through McCollough and Hernandez’s new codes: a double-faced shearling coat with leather-bound seams; a silk scarf printed with a fragment of a 19th-century botanical illustration from the house archives; a pair of leather driving gloves with hand-stitched detailing that recalls the saddlery origins of the brand, which began as a Madrid leather cooperative in 1846.
The campaign, shot by filmmaker Joshua Woods and styled by Marie Chaix, features the bag in motion across a series of cinematic vignettes filmed in Madrid, Tokyo, and New York. There are no white-background product shots here: the Amazona 180 appears on cobblestone streets, in rain-slicked taxi queues, on the arm of a dancer in a sunlit studio. The treatment is deliberately anti-monumental — a reminder that Loewe’s particular genius has always been its ability to make luxury feel intimate rather than imposing.
The Amazona 180, as the commemorative edition is called, transforms the structured, businesslike silhouette that defined the original 1970s design into something deliberately softer and more contemporary. The new iteration introduces an East-West proportion that elongates the bag’s profile, constructed from a double-faced calfskin that gives the leather a pillowy, almost quilted hand feel. Where the original Amazona was designed for the working woman of Franco-era Spain — a bag that signaled respectability and professional ambition — the Amazona 180 is built for the woman who moves between cities, meetings, and time zones, her bag slouched under her arm like a well-worn companion.
The anniversary arrives at a moment of transition for Loewe. Under the previous creative direction of Jonathan Anderson, the brand became a critical and commercial powerhouse — a cultural phenomenon that transcended its category. McCollough and Hernandez inherited a house at its zenith and face the challenge of sustaining that energy while making it their own. The Amazona 180, both in its design and in the campaign’s treatment of it, suggests a strategy of evolution rather than revolution: respecting the codes that made Loewe matter while loosening them enough to allow for new interpretations.
