LOEWE is turning 180—and rather than looking back quietly, the Spanish house is using the milestone to reflect on nearly two centuries of craftsmanship through the lens of reinvention.

Founded in Madrid in 1846 by a collective of artisans, LOEWE has built its identity around leather expertise and an enduring commitment to craft. Over time, what began as a small workshop evolved into one of luxury fashion’s longest-standing houses, balancing preservation with a willingness to continually reshape itself.

To mark the anniversary, the house unveils a new campaign photographed by Talia Chetrit, bringing together global brand ambassador Julia Garner alongside Salma Abu Deif, Giselle, Kara Wai, Sissy Spacek, and artist Kara Walker. The cast appears with some of LOEWE’s most recognizable designs spanning generations: the Flamenco clutch, first introduced in the 1980s, the Puzzle bag from 2015, and the newly reimagined Amazona 180.

Originally launched in 1975, the Amazona returns under the direction of creative directors Jack McCollough and Lazaro Hernandez, who revisit the silhouette for their debut collection. Rendered in smooth suede and supple calfskin, the updated design retains the spirit of the original while introducing a softer, more relaxed attitude.

The anniversary also introduces a capsule collection arriving June 3, spanning bags, ready-to-wear, and small leather goods. Throughout the collection, lion motifs appear in embroidery, leather intarsia, charms, and hidden details within the Amazona 180—a nod to the name Loewe, which translates to “lion” in German.

Beyond product, the celebration extends into storytelling. An animated film narrated by Antonio Banderas revisits defining moments in the house’s history, from Enrique Loewe Roessberg consolidating the artisan collective under his name in 1872 to the brand’s appointment as a supplier to the Spanish Crown and the later establishment of the LOEWE Foundation.

A new publication, 180 Years of Craft, arriving with Issue 11 of LOEWE Magazine, further opens the archives, offering rare access to the Madrid atelier and revisiting the cultural significance of the original Amazona bag during 1970s Spain—a period when changing social roles reshaped ideas around independence and visibility.

Rather than focusing solely on heritage, LOEWE uses its 180th anniversary to reaffirm the values that have defined the house for nearly two centuries: craftsmanship, cultural dialogue, and a willingness to evolve.