A Century and Four Score: Giselle, Julia Garner, Sissy Spacek and Others Star In Loewe’s Anniversary Campaign
The brand ambassadors evoke humor and wit as they hold iconic bags throughout the brand’s history…
Shot by photographer Talia Chetrit, the campaign honors the Spanish brand’s history that was birthed in 1846 by artists in a small workshop in Madrid. Leather has always been Loewe’s specialty. To tell this century and four score campaign story, the cast of women appear with Loewe bags throughout the decades. The Flamenco clutch (launched in the 1980s, the Puzzle (launched in 2015), the new Amazona 180 (a design first launched in 1975), all “embody the brand’s singular approach to construction, materiality, and movement” according to announcement notes.
Loewe Small Amazona 180 in Soft Calf | Photo provided by Loewe
Alongside the campaign is a capsule collection that will land in stores and on loewe.com on June 3rd. Featuring ready-to-wear- leather goods, and bags, the collection is a nod to the heritage of the brand with lion motifs- a recalling of the meaning of Loewe in German which is lion. Standing alongside the capsule collection is an animated film, narrated by actor Antonio Banderas. The film details the brand’s, well, details, highlighting the fact that in 1872, German merchant Enrique Loewe Roessberg unified Loewe (then a collective of artisans); and it shows how the brand was appointed supplier to the Spanish crown in 1905, and established the Loewe Foundation in 1988. And, standing alongside the animated film will be a special publication, 180 Years of Craft that will be part of Issue 11 of the Loewe Magazine.
Loewe 180 Anniversary Medium Amazona 180 Bag in Beaded leather | Photo provided by Loewe
Loewe Medium Puzzle Bag in Featherlight Nappa Lambskin | Photo provided by Loewe
Stepping outside of Madrid, Loewe has evolved into an international creative force that is able to preserve its history while at the same time reinvent itself with time. Here’s to another 180 years.
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