Did you know that Loewe is the second-oldest luxury fashion house in the world?
To put that into perspective, we’re talking about a brand that predates both the lightbulb and the telephone. This year, Loewe celebrates its 180th anniversary. Initially founded in Madrid in 1846 by a group of artisans, German merchant, Enrique Loewe Roessberg unified the collective under the name E. Loewe in 1872. Heritage and longevity are among the most-discussed hallmarks of iconic brands, and they place Loewe firmly at the forefront.
Over its 180-year history, the brand has solidified its position as one of fashion’s premier creative forces. Now, under the leadership of Creative Directors Jack McCollough and Lazaro Hernandez, Loewe is celebrating 180 years of craftsmanship while continuing to embrace the distinctive sense of playfulness that has become synonymous with the House.
To mark the milestone, Loewe is looking both to its past and its future. An anniversary campaign spotlights some of the brand’s most iconic handbag designs, including the Flamenco, Puzzle, and the newly reimagined Amazona 180. The celebration extends to a special capsule collection featuring handbags, naturally, alongside small leather goods and ready-to-wear adorned with lion motifs, a playful nod to the Loewe name itself, which means “lion” in German.
Celebrating 180 Years
Much of what makes Loewe so special is its attention to detail, with clever and whimsical additions that remind us that fashion is meant to be personal. We took a (literal) closer look at the bags from Loewe’s 180th Anniversary Capsule Collection, along with the cornerstone designs that have come to define the House, to celebrate this milestone.
At the heart of the anniversary is the Amazona, one of Loewe’s most enduring handbag designs. For over 50 years, the Amazona has long embodied the House’s commitment to exceptional craftsmanship, making it the perfect place to begin a look back at the bags that have helped shape Loewe’s legacy.
The Amazona
The Amazona was first introduced in 1975, and as its name suggests, it was designed to reflect female strength. In fact, it arrived during Spain’s movement toward modernity, tying into a broader shift toward women’s liberation and independence. The newer iterations retain the original design codes but with new, exquisitely soft calfskin, a more relaxed feel, a bit more slouch, and, for this capsule, a playful twist.
The anniversary capsule leans heavily on the lion motif, but not in the way you might expect. Rather than feeling overt, the lion appears softer and more approachable. Cute, even. On the Amazona, you’ll find a peek of the lion’s face, complete with a quirky smile. Rounded ears are cleverly tucked behind the handle, while a removable leather tag and lion dice charm further reinforce the motif.
Although the Amazona 180 is intended to be carried open, a concealed magnetic closure ensures the main compartment remains secure, while still allowing for a glimpse of the lion’s coyly placed silhouette inside the front compartment. Suede and nappa lambskin lining complement the slouchy, relaxed look.
Practicality remains a key part of the design, with three carrying options: a top handle, a removable shoulder strap, and crossbody wear, along with an internal flat pocket for organization. The result is a bag that honors the Amazona’s legacy while embracing the playful spirit of Loewe’s 180th anniversary celebration.
The Puzzle
If the Amazona represents Loewe’s heritage, the Puzzle represents its modern era. Introduced in 2014 under former Creative Director Jonathan Anderson, the Puzzle quickly became one of the most important handbag launches of the last decade. Distinctive, architectural, and instantly recognizable, it helped usher in a new chapter for Loewe while showcasing the House’s technical expertise in leather craftsmanship.
What makes the Puzzle so compelling is its construction. Crafted from precisely cut pieces of leather that fit together like a puzzle, hence the name, the design transformed what could have been a simple everyday bag into something entirely unique. The latest addition, the Featherlight Puzzle, continues the spirit of innovation with a newly developed nappa leather that is irresistibly supple, offering a butter soft hand feel with a gentle slouch and subtle shine that highlights the precise construction of the bag’s distinctive silhouette. More than a decade after its debut, the Puzzle remains one of the most sought-after bags in luxury, proving it to be a true icon.
While Loewe’s 180th Anniversary Capsule Collection offers its own celebratory take on the Puzzle, it is the original design that continues to tell the most important story. Equal parts innovative and functional, the Puzzle perfectly encapsulates the creativity, craftsmanship, and sense of individuality that have defined Loewe throughout its history.
The Flamenco
No look at Loewe’s most defining bags would be complete without the Flamenco. Originally introduced in the 1980s and reimagined in 2010, the Flamenco has become one of the House’s most recognizable designs thanks to its soft silhouette, buttery leather, and signature knotted drawstring details. Effortlessly elegant yet undeniably functional, it embodies the relaxed luxury that Loewe does so well.
For its 180th anniversary, Loewe has given the Flamenco a celebratory update with an all-over beaded design that transforms the bag into a wearable work of art. The intricate embellishment offers a striking contrast to the simplicity of the original silhouette, proving just how versatile the Flamenco’s design can be. Through the close-up details, the extraordinary craftsmanship becomes even more apparent, with each bead contributing to a larger story of artistry and handwork, with the playful anniversary Lion motif integrated.
While the anniversary editions, which offer refreshed takes on both the Flamenco Purse and the Flamenco Clutch capture the spirit of the celebration, the classic Flamenco will always remain at the heart of the Loewe.
Its enduring appeal lies in its simplicity, focused around the supple leather body, distinctive knotted cords, and an ease of wear that feels as relevant today as ever. Conversely, the Flamenco Purse, introduced in 2024, offers a more elevated take on the classic, featuring a distinct donut chain. The two versions showcase what Loewe does best: honoring its heritage while continuing to surprise us.
What stands out most when you step back from Loewe’s 180th anniversary is how consistently the House has managed to balance craft with character. From heritage icons to modern signatures and playful reinterpretations, each bag feels like part of an ongoing conversation rather than a static archive. It’s that sense of evolution (always grounded in craftsmanship, always a little unexpected) that makes Loewe feel as relevant today as it did 180 years ago.
