The campaign dropped this week. Talia Chetrit shot it. Sissy Spacek is in it. Antonio Banderas narrates the film. The point of the whole exercise is a single bag.
Loewe is 180 years old this year. The house was founded in 1846 on a cobbled street in Madrid by a workshop of leather artisans, which makes it the second oldest luxury fashion house still operating. To mark the date, the company has put out an anniversary capsule, an animated short narrated by Antonio Banderas, a publication drawn from the archive, and a campaign photographed by Talia Chetrit that runs across editorial and outdoor through the summer.
The cast is the part everyone will notice. Julia Garner, the brand’s global ambassador, sits at the front. Around her: the actress Sissy Spacek, the artist Kara Walker, the Hong Kong screen veteran Kara Wai, the Korean musician Giselle and the Egyptian actress Salma Abu Deif. Six generations of cultural reach in one shot list. Chetrit’s lighting is flat and editorial and lets the leather do the talking.
The bag
Underneath the celebrity layer the campaign is doing one specific job. It is selling the Amazona 180.
The original Amazona launched in 1975. A boxy zip-top tote with two handles, designed to read as functional and a little severe. It became one of the house’s long-running icons alongside the Flamenco clutch from the 1980s and the Puzzle bag from 2015. The Amazona 180 is the first archive piece that Jack McCollough and Lazaro Hernandez have touched since taking over creative direction from Jonathan Anderson early last year. They redrew it for their Spring 2026 debut at Paris Fashion Week.
The new shape is slouchier. One top handle instead of two, set off to one side, so the outer shell falls away from an inner gusseted wall when the bag is left open. Soft suede and pliant leather. An interior panel with snaps that keeps the contents in place even when the outer zip is undone. The bag is built to be worn carelessly. It looks closer to a paper sack than to the 1975 silhouette, and that is the joke.
Loewe leather, from the LVMH press archive. Courtesy of Loewe / LVMH.
The handover
McCollough and Hernandez came to Loewe with a specific brief. Keep the craft. Keep the Spanish identity. Bring the Proenza Schouler instinct for downtown American tailoring. Their first two collections, Spring 2026 in Paris and Fall 2026 in Paris again, have read as a slow and deliberate reset rather than a rupture. Reviewers covering the debut noted the quiet hand and the prioritising of bags and tailored separates over runway theatrics.
The 180 campaign closes the loop. The point of the cast is to say that the new directors inherited a global house, not a Spanish one with global aspirations. Garner, Spacek, Walker, Wai, Giselle and Abu Deif are placed against the Amazona 180 in the campaign book to argue that the bag now reads in Los Angeles, Cairo, Seoul, Hong Kong, New York and Madrid at once. Garner has been on the Loewe books since 2024. The rest were added across the past eighteen months.
The first icon McCollough and Hernandez touched is the Amazona. The 180 in the name is a reminder of who owns the archive.
The Splendid EditThe other parts
The anniversary programme runs wider than the campaign. A capsule collection in limited runs is dropping into Loewe boutiques through June. The Antonio Banderas film, animated rather than live action, takes the form of a short history of the house told in archival drawings and stills. A new publication compiles workshop sketches, leather samples and family correspondence from the company’s 180-year archive, presented as a hardback rather than a coffee-table volume.
The 180 sits in a particular moment for Loewe inside the LVMH portfolio. Group leadership shifted Pietro Beccari from Louis Vuitton to the new CEO position over LVMH Fashion Group in December, putting Loewe into the same reporting structure as Dior, Vuitton and Celine. McCollough and Hernandez took up creative direction in March 2025. The 180th anniversary is the first major brand moment that the new structure has produced together.
What it reads
Anniversary years are usually a problem for luxury houses. The temptation is to commission a coffee-table book, drop a logo capsule and let the heritage do the heavy lifting. Loewe has done the book and the capsule. What sets the 180 apart is that the campaign is built around a working bag that the new creative directors made themselves, in their second season. That is a different kind of bet. It is a house arguing that its archive is alive, not closed.
The Amazona 180 lands in stores through the summer. The campaign runs across print and outdoor. The Banderas film goes online in stages. The new book is in Loewe boutiques only. A 180-year-old house dressing its own past in something close to a paper sack reads as confidence.
Loewe’s 180th anniversary campaign, photographed by Talia Chetrit. The Amazona 180 ships from June. Loewe is part of LVMH Fashion Group.
Photography courtesy of Loewe / LVMH