Loewe, which means “lion” in German, has shed its conservative image and has made a resurgence as a dynamic and modern luxury brand in the last decade. This can be attributed to the appointment of Jonathan Anderson as the main Designer and Creative Director in 2013. Loewe has since gained a new (celebrity) following and has become renowned for its minimalist designs and high-end materials. Do not be fooled by its previous image – the new Loewe is a fierce, forward-thinking force roaring ahead to the front of the fashion world.
So, this German-sounding brand Loewe is originally from Spain but is now owned by French powerhouse LVMH which acquired the brand in 1996. Loewe has its headquarters in France, but its long Spanish history dates back to 1846.
Loewe was founded by a group of leather craftsmen based in Spain, who were dedicated to using the finest materials and the most skilled artisans to create their products. This commitment to quality and attention to detail has remained a hallmark of the brand, even as it has expanded to include clothing, fragrances, and home goods.
With the arrival of Jonathan Anderson, the successful evolution of this Spanish luxury brand was set into motion. Loewe has become a sought-after label as Anderson began infusing it with contemporary appeal and forging strong relationships with influential figures in the hip-hop scene, such as A$AP Rocky and Pusha-T. These close relationships have also played a crucial role in Loewe’s resurgence, making the brand an attractive choice for tastemakers and fashion enthusiasts alike.
In 2021, a collaboration between Loewe and auction house Sotheby’s offered a glimpse into the future of brand partnerships, combining art, commerce, and luxury. This partnership featured artisan-crafted clay chestnut roasters designed by international artists and displayed at Sotheby’s. By making some roasters available on its Buy Now online marketplace, Sotheby’s hinted at a new depth of brand collaborations, targeting young Chinese consumers, and potentially leading to more innovative collaborations.
In February 2023 in Dubai, Loewe presented its three-part collection collaboration with Japanese animation Studio Ghibli, with the final installment unveiled in a pop-up store in The Dubai Mall’s Fashion Catwalk. The Loewe x Howl’s Moving Castle range featured characters from the 2004 film, including Sophie, Howl, and Calcifer, on bags, accessories, clothing, and shoes, using embroidery, applique, and leather-drawn images. The collection was expected to sell out fast, following the success of previous collaborations between the brands.
Innovation and modernity are important elements of the Loewe brand. While the brand values its heritage and tradition, it also constantly pushes boundaries and takes risks to create new and modern designs such as the Elephant bag. One of the most iconic examples is the Loewe Puzzle Bag, created by Jonathan Anderson in 2015. This bag’s unique design allows it to be folded and transformed into different shapes and sizes, making it a versatile and practical accessory.
Loewe is a brand that embodies the best of both tradition and innovation. Its commitment to artisanship, innovation, and diversity sets it apart from other luxury brands, while its modern and minimalist designs appeal to fashion-forward consumers around the world. Whether you are carrying the iconic Puzzle Bag or wearing one of the brand’s modern and elegant designs, Loewe represents luxury and sophistication – every lion would approve.
Register now to join the conversation, access exclusive content and be a part of our exclusive brand communities.
