To celebrate its 180th anniversary, Loewe takes a trip down memory lane.

Loewe marks 180th anniversary with a star-studded campaign and dedicated capsule collection.

How did Loewe become the fashion house we know today? Creative directors Jack McCollough and Lazaro Hernandez trace Loewe’s 180-year journey since it was first founded in 1846 by a collective of artisans in Madrid. This deep dive begins with a campaign starring brand ambassadors Julia Garner, Salma Abu Deif, aespa’s Giselle, and Kara Wai, alongside actor Sissy Spacek and artist Kara Walker.

Giselle

Shot by American photographer Talia Chetrit, the campaign follows iconic Loewe bags through the decades, from the Flamenco clutch first launched in the 1980s to the Puzzle bag released in 2015. It also features the new Amazona 180 bag, first introduced in 1975 and revamped by McCollough and Hernandez in their debut Spring/Summer ‘26 collection.

They take a further look into the Amazona bag’s story in 180 Years of Craft, a special addition to the 11th issue of Loewe Magazine. The supplement starts with illustrating the world into which the original Amazona bag was born. It tells the story of how the bag, since its conception in 1970s Spain, has accompanied generations of women through political and social change; and how it has become a stylish symbol of confidence and independence in the present day, especially in its latest iteration.

A companion film narrated by Antonio Banderas recounts the key moments of Loewe’s history, including the unification of the collective of artisans by German merchant Enrique Loewe Roessberg in 1872, the house’s appointment as a supplier to the Spanish crown in 1905, and the establishment of the Loewe Foundation in 1988.

Lastly, the celebration of Loewe’s 180th anniversary culminates in a capsule collection with bags, small leather goods and ready-to-wear. The commemoration of this milestone will see the house’s designs marked with lion motifs in tribute to its German namesake; Loewe means lion in German. These leonine details will be spotted on beaded embroidery, leather intarsia, and the interior of the Amazona 180.

The capsule collection will be available online and in-stores from June 3, 2026.