LOEWE MARKS 180 YEARS WITH LION-HEARTED CELEBRATION

Loewe commemorates 180 years of craft and leather mastery with a spirited campaign featuring artists and friends of the House. A playful lion motif, nodding to the brand’s German name, symbolises strength and heritage. Sissy Spacek, Giselle, Julia Garner, Kara Walker, Kara Wai and Salma Abu Deif join the tribute.

Loewe, the Spanish luxury house synonymous with craft and leather excellence, has marked its 180th anniversary with a celebration that bridges heritage and contemporary artistry. Almost two centuries of savoir-faire are distilled into a campaign that honours the brand’s enduring legacy while embracing a playful spirit, embodied by a lion motif. The lion, a nod to Loewe’s German etymology, becomes a symbol of resilience, creativity and continuity, reflecting the House’s journey from its origins in Madrid in 1846 to its present-day global stature.  

The campaign gathers an eclectic cast of artists and friends of the House, each representing facets of Loewe’s cultural resonance. Academy Award-winning actress Sissy Spacek lends gravitas, while supermodel Giselle embodies timeless elegance. Julia Garner, known for her fearless performances, brings a contemporary edge, and Kara Walker, celebrated for her provocative art, underscores the brand’s dialogue with creativity. Kara Wai, a legendary figure in Hong Kong cinema, adds a dimension of heritage and performance, while Egyptian actress Salma Abu Deif represents the new generation of global voices. Together, they form a tapestry of talent that mirrors Loewe’s ability to connect across disciplines and geographies.  

The lion motif, rendered with playful energy, is more than a decorative flourish. It encapsulates the brand’s philosophy of blending tradition with reinvention. Just as Loewe has continually reinterpreted leather craft for modern audiences, the lion symbolises courage and adaptability. It is a reminder that heritage is not static but alive, capable of evolving while retaining its essence.  

This anniversary moment also reflects Loewe’s broader cultural positioning under creative director Jonathan Anderson, who has consistently championed collaborations with artists and pushed boundaries in fashion storytelling. By inviting figures from film, art and fashion to participate, the House underscores its role as a cultural catalyst rather than merely a luxury brand. The campaign becomes a celebration not only of Loewe’s past but of its ongoing dialogue with creativity, community and craft.  

As Loewe steps into its next chapter, the 180-year milestone serves as both a reflection and a springboard. The lion, playful yet powerful, embodies the House’s spirit: rooted in tradition, yet unafraid to roar into the future. With artistry, heritage and imagination intertwined, Loewe’s anniversary is less a commemoration than a living testament to the enduring relevance of craft in contemporary culture.