To celebrate its 180th anniversary, Loewe has partnered with renowned photographer Talia Chetrit to create a brand new advertising campaign.

The beginning of a legendary fashion house often stems from an extreme focus on a single aspect. Founded in Madrid in 1846, Loewe started as a leather workshop on a cobblestone street by a group of passionate traditional artisans. Now, spanning nearly two centuries, it is the world&#39;s second oldest fashion luxury brand. Exquisite leather craftsmanship has always been at the heart of the brand, and its enduring vitality stems from &quot;tradition and innovation.&quot; To celebrate its 180th anniversary, Loewe has partnered with renowned photographer Talia Chetrit to create a new brand campaign. Global brand ambassadors Julia Garner, Kara Hui, Giselle, and Salma Abu Deif, along with actress Sissy Spacek and artist Kara Walker, all appear in the campaign.

The group appeared carrying iconic handbags spanning different periods of the brand&#39;s development. From the Flamenco clutch, born in the 1980s and renowned for its supple leather pleats, to the Puzzle bag, which revolutionized handbag structure in 2015, and finally to the star of this collection—the new Amazona 180 handbag created to commemorate the brand&#39;s 80th anniversary. This classic handbag, launched in 1975, has been boldly reinterpreted by new creative directors Jack McCollough and Lazaro Hernandez in this new 180th-anniversary chapter, becoming a masterpiece in their first collection at the helm of the brand.

At the same time, starting June 3, the brand launched its 180th anniversary special collection at select boutiques and its official website worldwide, featuring the &quot;lion motif&quot; throughout the entire collection. The motif is presented on the items in various forms, such as hand-beaded embroidery, leather patchwork, and three-dimensional leather pendants, and even appears on the lining of the Amazona 180 handbag, highlighting the meaning of &quot;lion&quot; in German.

Loewe launches its 180th anniversary collection, continuing its legend through heritage

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