LOEWE Reimagines Amazona Bag For a New Era

LOEWE Reimagines Amazona Bag For a New Era

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LOEWE Reimagines Amazona Bag For a New Era

LOEWE's 175th anniversary brings the recreation of a classic work for the modern era.

LOEWE's 175th anniversary brings the recreation of a classic work for the modern era.

Text: Gaby Messino

This year marks LOEWE's 175th anniversary. For the celebration they brought back the classic Amazona bag from the 70's. The square leather bag features new detailing for a modern take on the original design. The new Amazona bags are a celebration of LOEWE's history and progress, as well as a celebration of women's history.

The Amazona, originally released in 1975, was intended for working women. With women newly added to workspaces, femininity was added to a male dominated business world. The bag was named after the Amazons of Greek Mythology, a race of warrior women. With the first female Vice President in office, the #MeToo movement, and the recent Texas abortion bill, it's no wonder why LOEWE brought back its symbol of female empowerment. It is the bag for the new age of working women creating space for themselves and working towards a better future.

The new rendition of the Amazona comes in two styles. The Amazona 19 square comes in a reduced size from the original. It mimics the corner squares while adding a classic LOEWE padlock around on the the straps in place of the luggage tag on the original. The Amazona 28 is a larger and rectangular. It has the same detailing as the Amazona 19 square with it's padlock and four metal legs that steady the bag. Both bags are emblazoned with the LOEWE anagram of four connecting "L"s in the upper right corner, adjacent to the padlock.

Both version are smaller than the original Amazona and are closer to a handbag than a work bag. But that doesn't mean they're not still for work. The new bags feature compartments for electronics. The padlock is functional for keeping the bag secure and there is a mini-pocket for storing the key. All new bags come with suede golden lining on the inside.

The bags come in leather that is various shades of Avocado Green, Black, Lagoon Blue, Lime Yellow, Mink and Warm Desert. They can also been found in an anagrammed cotton-canvas blend with leather detailing. Their cost is anywhere between $2,650-$3,450 depending on style and color.

These reimagine Amazona bags are a reimagining of the feminist movement in the 1970's. Their detailing make them the perfect bag for a working woman.

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