This is a fashion house that successfully uses its 150 years of experience to create timeless designs while combining them with a modern touch - the history of LOEWE dates back to the 19th century, and was started by a German craftsman who came to Madrid impressed by the quality of Spanish leather.
Enrique Loewe Rösseberg opened his factory in Madrid in 1846, on Lobo Street in the center of the Spanish capital. The choice of country was not accidental, Spain had been valued since the 8th century for the quality of its leather goods, described as exceptionally smooth and delicate. He used them to create fine cigarette cases, chess boxes, travel trunks, decorated photo frames and other accessories. In 1872, the time came to open a leather goods store, which attracted a growing number of customers. Twenty years later, the store was moved to Madrid Principe Street, accompanied by large, modern advertising posters. From then on, the brand's chapter as an established fashion house begins.
Official supplier to the court
The sublime accessories did not escape the attention of the Spanish royal family. In 1905, the new King and Queen, Alfonso XIII and Victoria Eugenia - the last niece of the Queen of Great Britain - granted Loewe the honour of the official title of supplier to the Royal Court. The company, led at the time by the son of the brand's founder, Enrique Loewe Hilton, began to specialize in women's handbags made from the precious skins of exotic animals: iguana, snake and crocodile.
Loewe Boutique in Madrid, 1905
José Pérez de Rozas, the brand's creative director from 1945 to 1978, ensured that in those years LOEWE's products were loved by the world's celebrities visiting Madrid. Ava Gardner, Marlene Dietrich, Rita Hayworth, Sophia Loren and Ernest Hemingway all wore the iconic Spanish accessories. The people of Madrid and tourists admired the beautiful displays in the LOEWE store windows. They also appeared in other metropolises of the world - from London to Tokyo.
For Spaniards, the brand's accessories have become synonymous with luxury and quality that can be passed down from generation to generation. But it didn't stop there: in the 1970s, LOEWE entered the world of ready-to-wear fashion. In the same year, the artist Vincent Voile created the characteristic monogram consisting of the intertwined letters L.
LOEWE Icons
Amazon's iconic bag, whose name means feminine power, has remained fashionable for more than a quarter of a century. The Flemenco model paved the way for all the bag-shaped handbags of the world. The original Puzzle bag in calfskin, designed by the fashion house's current creative director Jonathan Anderson, has also become one of the brand's icons. The leather and suede garments in the LOEWE range become better the more often you wear them.
Loewe
‘Flamenco’ shoulder bag
PERMANENT COLLECTION
Loewe
‘Flamenco Clutch Mini’ shoulder bag
Loewe
‘Amazona 19’ shoulder bag
It's not just for the ladies, for men LOEWE offers leather jackets, briefcases and small leather goods. Silk scarves and ties in the rich and vivid colors of Spain catch the eye and are long remembered. In 1986, LOEWE opened its first store dedicated to men on Calle Serrano in Madrid.
Loewe
Shearling jacket with pockets
Loewe
Fur jacket
Loewe
Aviator-style jacket
Pleasure for the senses
Not only the sense of touch is important to the creators of LOEWE, but also the sense of smell, hence their passion for perfumery. They try to enclose in flacons the diverse, and thus so magical, charm of their country. The first perfume of the brand was created in 1972 under the name L LOEWE. In 1974 the Ante-Gold collection appeared, designed by Dario Rossi, followed five years later by Napa designed by Renzo Zengiaro. In 1985, the Aire LOEWE fragrance was released, which remains one of the most popular with Spanish customers today.
In 1987, LOEWE reached an agreement with luxury goods retailer Louis Vuitton Moët Hennessy, based in Paris, to strengthen its international expansion. That same year, the fragrance Esencia was launched.
A new chapter
Joining LVMH resulted, among other things, in the Spanish fashion house's appearance at Fashion Week in Paris. In 1997, the designer Narciso Rodriguez became artistic director of the ready-to-wear women's collections, and a year later LOEWE presented itself for the first time on the catwalks of the world's fashion capital. The creative team has since been headed by Jose Enrique Oña Selfa (who made his debut with the autumn-winter 2003/2004 collection), Stuart Vevers (since 2008), and the current artistic director, Irish designer Jonathan William Anderson. Under his leadership the brand started a new chapter, and its clothes and accessories have become an ideal reflection of a woman who values classic elegance and a modern outlook on the world.
LOEWE designs combine the past with the future, and their traditional aesthetic intrigues with a new creative twist. The latest collection is the impressive result of joining forces with Swiss sports brand ON, featuring clothing and accessories with everyday urban living and outdoor activities in mind.
