Started with handmade leather goods in 1846 in Madrid, LOEWE has emerged as now part of the LVMH Group and especially a favorite in the rap scene. The luxury label got a bit of a makeover in 2013 with British designer Jonathan Anderson, known for his conceptual unisex collections he gave the previously rather conservative brand a Millennial zeitgeist. Together with a new logo and a legendary social media campaign, LOEWE becomes the fashion-forward brand we know and love today.
Meanwhile, iconic pieces like the Puzzle Bag came from LOEWE, which later became an it" bag and was seen on icons like Beyonce. However, LOEWE keeps their roots in leather goods and still emphasizes high quality bags. But LOEWE also looks to pop culture, drawing inspiration from Disney, manga and reaching out to the young high fashion affine. When rapper A$AP Rocky was finally spotted in Loewe and was a feature in the 2019 Spring/Summer campaign it was clear - LOEWE is cool!
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