This 1975 Loewe bag is back in style for the company’s 180th anniversary, and Bella Hadid has already adopted it.
In 2026, Loewe celebrates its 180th anniversary with an exceptional campaign and updated iconic bags. The Spanish house, now headed by Jack McCollough and Lazaro Hernandez, pays tribute to its heritage while affirming its creative vision.
A new creative era for the Spanish house
Jack McCollough and Lazaro Hernandez were appointed creative directors of Loewe in March 2025. This talented duo chose to mark the anniversary with a campaign photographed by Talia Chetrit. Among the ambassadors are actresses Julia Garner and Sissy Spacek, and artist Kara Walker.
For the occasion, the two designers are reviving the house’s star bags. The Puzzle model, imagined in 2015 by Jonathan Anderson, figures prominently in this celebration. The Amazona, a brand icon since 1975, has also been reinvented on the catwalk for the Spring-Summer 2026 show.
“A birthday is worth celebrating!
A highly anticipated capsule collection
To complement the campaign, a capsule collection of ready-to-wear pieces and accessories will be available. Enthusiasts will be able to find them in boutiques and on loewe.com from June 4. This initiative celebrates the company’s cherished craftsmanship.
Jack McCollough and Lazaro Hernandez decided to make the Amazona the It bag of their very first collection for the house. The collection is characterized by vibrant energy and a color-block palette. The celebration of craftsmanship remains at the heart of this new vision.
- Campaign photographed by Talia Chetrit
- Ambassadors: Julia Garner, Sissy Spacek, Kara Walker
- Featured bags: Puzzle and Amazona
- Capsule collection available from June 4
- 180 years of craftsmanship
The Amazona, a bag steeped in history
Loewe first unveiled the Amazona in 1975, a period marked by profound social and cultural change in Spain. At the time, women were demanding independence and greater freedom. The bag takes its name from the Amazons, the legendary warriors of Greek mythology, symbols of strength and emancipation.
Its elegant rectangular shape makes it ultra-functional. This timeless silhouette quickly won over celebrities the world over. In the 2010s, it was not uncommon to come across Kate Moss or Madonna with this model in the crook of their arm.
Even today, the Amazona seduces the most fashionable celebrities. Bella Hadid, Daisy Edgar-Jones and Sarah Pidgeon have all been spotted wearing the Amazona 180. This bag adapts to every style and every whim, which explains its enduring success.
A symbol of female emancipation
The name of the bag refers to the warrior women of Greek mythology. This choice is not insignificant: it reflects the spirit of a time when women asserted their freedom. The Amazona is more than just a fashion accessory.
Sarah Pidgeon, the actress who portrayed Carolyn Bessette-Kennedy in the series Love Story, is one of the model’s fans. Kate Moss, leader of the indie sleaze phenomenon, wore it regularly a few years ago. Madonna, queen of pop, also adopted it with enthusiasm.
The Puzzle bag, ten years of success
Jonathan Anderson imagined the Puzzle bag in 2015. This designer sublimates the ordinary into the extraordinary thanks to a subversive vision of fashion. In the space of ten years, the Puzzle has established itself as a true It bag that has never aged.
Since its release, celebrities such as Céline Dion, Doutzen Kroes and Kate Bosworth have sworn by this model. Its cubic aesthetic is inspired by the art of origami, giving it a unique allure. This creation testifies to 180 years of craftsmanship.
Last year, the company celebrated a decade of Puzzle existence by reissuing its iconic models. Among them, the very first Puzzle, initially without handles, in shades ranging from intense fuchsia to pale coral. The bag from the Spring-Summer 2016 show, embellished with galactic prints forming a patchwork with Japanese accents, was also featured in this reissue.
The Cloud model, from the Spring/Summer 2017 collection, features a cloud motif. These different versions illustrate the house’s ability to reinvent its classics while preserving their essence. The Puzzle remains a must-have for the contemporary wardrobe.
