As the story goes, Loewe began in 1846. It was founded by a collective of artisans in Madrid, Spain. It wasn't until 1872 that a German merchant by the name of Enrique Loewe Roessberg unified the collective of artisans under his name, and kickstarted the luxury fashion house as we know it today.
That was 180 years ago, making Loewe easily one of the oldest luxury fashion houses in the world.
Craft has been the core of the House from the very beginning. The fact that it started out as a collective of artisans is testament that the work and the hands behind them have always been at the forefront, with a singular name the secondary trait. The House was appointed a supplier to the Spanish Crown in 1905 owed to its mastery in leather craft, and later in 1988, the Loewe Foundation was set up to celebrate, honour and cement the House's commitment to craft.
The first chapter of Loewe's 180th anniversary is a campaign shot by American photographer Talia Chetrit, who also lensed the first campaign by Loewe creative directors Jack McCollough and Lazaro Hernandez. Much like the House's start, the campaign brings together a female-lead artistic cast consisting of global brand ambassador Julia Garner, brand ambassadors Salma Abu Deif, Giselle, and Kara Wai, as well as actor Sissy Spacek and artist Kara Walker. They're featured alongside Loewe's iconic bags that have been created throughout the decades—the Flamenco clutch, the Puzzle, the Hammock Flip, and the Amazona 180. While the origins of these designs date back up to 50 years (the Amazona was introduced in 1975), they've been reimagined into more contemporary versions, including the Amazona 180 that's part of McCollough and Hernandez's debut collection for the House. Craft at Loewe, after all, is the art where imagination the tool.
The Loewe 180 campaign also features a capsule collection playing up the name "Loewe" that means "lion" in German. Hence, lion motifs done in an abstract manner, appear on a number of pieces across bags, small leather goods, and ready-to-wear. On the interior of the Amazona 180, for example, the face of the lion appears to peek out from behind the bag's supple front.
The latest issue of the Loewe Magazine will also be packaged together with a special publication, 180 Years of Craft. Both Issue 11 and the supplement will be available for free in Loewe boutiques and partner bookstores from 15 June. 180 Years of Craft will delve a bit more into the House's archives as well as provide a rare glimpse of its Madrid atelier—all to sufficiently immerse you into the history of Loewe and why its craft remains coveted.
The Loewe 180th anniversary capsule collection is now available in Loewe boutiques and online.
