180 Years Unfolded: The Full Story Behind Loewe’s New Campaign

The year was 1846. Queen Victoria was on the British throne and the telephone, the lightbulb and even the possibility of powered flight were still firmly set within the realm of imagination. Europe was in the midst of profound social and industrial change, yet on a modest cobbled street in Madrid, a small collective of leather artisans were focused on something far more immediate: the pursuit of exceptional craft. From that humble workshop, Loewe was born – beginning a story that would span almost two centuries, with many more to come, and establish the house as one of luxury fashion’s most enduring names.

Today, as Loewe celebrates its 180th anniversary in 2026, the Spanish house occupies a unique position within the industry. Founded long before the advent of modern fashion weeks, celebrity campaigns or even electricity, it is now recognised as the second-oldest haute fashion house in the world, after Hermès. Yet its longevity has never been rooted in nostalgia. Instead, Loewe’s success lies in its ability to continually reinvent itself while remaining steadfast in its devotion to craftsmanship, material innovation and the handmade.

That balance between preservation and progression sits at the heart of the house’s anniversary celebrations. To mark the occasion, Loewe has unveiled a new campaign photographed by Talia Chetrit, featuring a cast that spans generations, disciplines and continents. Global ambassador Julia Garner appears alongside brand ambassadors Gisele Bündchen (often referred to as Giselle in campaigns), Kara Wai and Salma Abu Deif, while acclaimed artist Kara Walker and Hollywood mainstay Sissy Spacek bring further depth to a portrait of the house’s far-reaching cultural influence.

 

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Loewe’s origins trace back to a collective of Spanish leather craftsmen who established a workshop on Calle Lobo in Madrid in 1846. The name “Loewe” – meaning “lion” in German – entered the picture in 1872 when German craftsman Enrique Loewe Roessberg joined the artisans, bringing technical precision to their creative flair. By 1892, the first official store opened on Calle Príncipe, and the brand quickly gained royal patronage, with Queen Victoria Eugenie of Spain becoming a devoted client.

Throughout the late 19th and early 20th centuries, Loewe specialized in exquisite leather goods: handbags, luggage, wallets, and small accessories prized for their durability and elegance. The house survived wars, economic upheavals, and shifting tastes by doubling down on quality. In 1975, the iconic Amazona bag was introduced – a structured, practical design for the modern working woman that remains a bestseller to this day. The 1960s saw the launch of ready-to-wear, expanding Loewe beyond accessories into full fashion.

In 1996, LVMH acquired the brand, providing global resources while preserving its Spanish soul. Creative directors have included legends like Narciso Rodriguez and Stuart Vevers, but it was Jonathan Anderson (2013–2025) who transformed Loewe into a culture phenomenon with his witty, artistic approach – think Puzzle bags, anagram logos, and collections with artists like Olafur Eliasson. Now, under new co-creative directors Jack McCollough and Lazaro Hernandez (formerly of Proenza Schouler), Loewe enters a fresh chapter for SS26 and beyond.

The 180th anniversary feels like a full-circle moment. As McCollough and Hernandez note in official communications, the house existed before the telephone, the lightbulb, and even the moon landing – yet it has always moved forward.

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Talia Chetrit, known for her intimate, sculptural, and quietly cinematic style, was the perfect choice to lens the anniversary campaign. Her images avoid glossy commercial tropes, favoring close, character-driven portraits that highlight personality, texture, and the tactile quality of Loewe’s leather.

Julia Garner, the global ambassador and Emmy-winning star of Ozark and Inventing Anna, embodies the modern Loewe woman: intelligent, multifaceted, and unafraid of depth. In the campaign, she is seen with signature pieces like the Puzzle bag and new Amazona 180, her poised demeanor reflecting the house’s blend of quiet luxury and bold presence.

Gisele Bündchen brings timeless elegance and global appeal. As one of the world’s most iconic supermodels turned environmental advocate and businesswoman, her inclusion underscores Loewe’s evolution from European heritage brand to worldwide cultural force.

Kara Wai, the Hong Kong cinema legend, adds layers of Eastern cinematic history and resilience. Her participation highlights Loewe’s growing presence in Asia and commitment to cross-cultural dialogue.

Salma Abu Deif, the Egyptian actress, represents a new generation of Arab talent on the global stage. Her fresh perspective brings energy and modernity, bridging North African and Middle Eastern influences with Spanish roots.

Then there are the legends: Sissy Spacek, the Academy Award-winning actress whose career spans decades of American cinema, from Carrie to In the Bedroom. Her inclusion adds gravitas and a sense of lived history that mirrors Loewe’s own timeline.

Kara Walker, the renowned contemporary artist famous for her powerful silhouettes exploring race, gender, and history, injects intellectual and provocative depth. Pairing Walker’s conceptual edge with Loewe’s craftsmanship creates a dialogue between fine art and fashion that feels distinctly of the moment.

The campaign images, often intimate and unposed, show these women interacting with key pieces from the anniversary capsule: the reimagined Amazona 180 (a softer, modern take on the 1975 classic), the Puzzle bag, Flamenco clutch, and new items featuring play lion motifs – beadwork, intarsia, and charms nodding to the brand name’s meaning.

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Launching alongside the campaign is a special capsule collection available from June 3, 2026. It includes handbags, small leather goods, and ready-to-wear pieces celebrating 180 years of innovation. Lion motifs appear throughout – embroidered, embossed, and as mischievous charms – symbolizing strength, heritage, and the Spanish house’s bold spirit.

The Amazona 180 stands as the hero piece: a contemporary reinterpretation with softer structure, premium leathers, and thoughtful details that honor the original while appealing to today’s customer who values versatility and comfort. Other highlights include limited-edition Puzzle bags in anniversary colorways and accessories with hidden craftsmanship Easter eggs.

This collection embodies Loewe’s core philosophy: leather as an art form. Artisans in Spain still handcraft many pieces using techniques passed down through generations, while incorporating modern innovations in tanning, dyeing, and construction.

Complementing the campaign and capsule is a special publication, “180 Years of Craft,” released as part of Loewe Magazine Issue 11 on June 15. It features archival images, artisan profiles, and essays on the house’s cultural impact. An animated film narrated by Antonio Banderas further brings the story to life, tracing Loewe’s journey with poetic narration and stunning views.

 

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Loewe’s 180th anniversary arrives at a pivotal time for haute. Consumers increasingly seek authenticity, sustainability, and brands with genuine heritage. Loewe delivers on all fronts: its Spanish roots ground it in a rich artisanal tradition, while its LVMH backing ensures global reach and innovation.

The house’s commitment to craft extends beyond products. The Loewe Foundation, established to promote creativity and preserve traditional skills, supports artisans worldwide through the Loewe Craft Prize. This initiative recognizes excellence in craft across disciplines, reinforcing the brand’s role as a patron of making in an increasingly digital world.

Environmentally, Loewe has invested in responsible leather sourcing, traceability, and circular initiatives. Many pieces use vegetable-tanned leathers and recycled materials where possible, balancing luxury with conscience.

Culturally, Loewe has become a favorite of artists, musicians, and tastemakers. From Anderson’s era of meme-worthy campaigns and museum-worthy installations to the current directors’ focus on refined, wearable elegance with play undertones, the brand consistently bridges high fashion and everyday life.

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As Jack McCollough and Lazaro Hernandez helm their first full collections under the Loewe name, the anniversary serves as both celebration and launchpad. Their debut emphasizes relaxed luxury, material excellence, and a sun-drenched optimism rooted in Spanish identity.

The star-studded campaign proves that Loewe’s appeal transcends demographics. From young talents like Garner and Abu Deif to icons like Spacek and Walker, it shows the house’s ability to connect across generations – much like its products, designed to be passed down or discovered anew.

In an industry often criticized for fleeting trends, Loewe stands as a beacon of continuity. Its story began in a modest Madrid workshop amid industrial revolution; today it thrives in a digital, globalized world. The constants remain: exceptional leather, human hands shaping material, and a spirit that is equal parts reverent and rebellious.

As one campaign image captures a lion-embellished bag resting beside a window overlooking Madrid’s rooftops, the message is clear: Loewe is not just surviving 180 years – it is poised for many more.

The cobbled streets that birthed it may have changed, but the pursuit of exceptional craft endures. In celebrating its past, Loewe reaffirms its future: a house where heritage fuels innovation, where craft meets culture, and where the lion continues to roar.