Loewe (fashion brand)

History

Early years

Loewe was founded in 1846 in Madrid by a group of Spanish leather craftsmen, and the brand originated in 1876 when Enrique Loewe y Roessberg, a German merchant of Hessian origin, joined the group. In 1905, Alfonso XIII granted Enrique Loewe y Hinton, a descendant of the original brand founder, the title of Purveyor to the Royal Court. His wife, Queen Victoria Eugenie, frequently visited the store on Príncipe de Madrid street.

By the 1970s, Loewe was expanding into perfumes and fashion with the creation of the Loewe anagram logo, designed by Spanish painter Vicente Vela.

Urvois Spinola Group, 1984–1996

In 1984, Louis Urvois and Gian Luca Spinola acquired the majority of shares in Loewe.

Giorgio Armani and Laura Biagiotti subsequently designed Loewe's womenswear collections.

In 1986, LVMH bought the rights to Loewe's international distribution.

LVMH, 1996–present

LVMH acquired Loewe completely in 1996. That year, Loewe had sales of about $200 million, among the smallest of LVMH's companies; ready-to-wear was responsible for 10 percent of that total. By 1997, Narciso Rodriguez joined the company as new creative director and the brand had its first Paris runway presentation at LVMH headquarters in the fall/winter 1998 season. Both José Enrique Oña Selfa (2000–2007) and Stuart Vevers (2008–2013) followed. During Vever's tenure, Loewe scaled back fashion to concentrate on handbags, leather apparel and a substantial gift business based on leather picture frames and leather boxes.

Members of the Spanish royal family, including Queen Sofía and Queen Letizia, have been seen several times wearing Loewe handbags.

From 2013 to 2025, Jonathan Anderson served as Loewe's creative director. According to a 2025 New Yorker article on his tenure, Loewe became "both a darling among critics and a commercial dynamo" under Anderson.

Anderson's first ready-to-wear collections for Loewe were presented in 2014.

Since 2014, Loewe's headquarters – including the design team, which had previously been based in Madrid – has been located on Place Saint-Sulpice in Paris. The company remains based in Spain. Manufacture, particularly of leather goods, takes place in Barcelona and Getafe, near Madrid.

In 2019 lawsuit brought to the Tribunal de commerce de Paris, Loewe invoked a non-compete case related to its employment of designer Bruno Sialelli who became artistic director at Lanvin at a time when he was still bound by commitments linked to his prior position. As part of an out-of-court settlement in 2020, Loewe and Lanvin reached an agreement.

Following high-profile collaborations, including designing several custom performance looks for American singer Beyoncé's Renaissance World Tour and strong online and physical campaign performance in China, Loewe topped the Lyst's Hottest Brand Index for the first time in the second quarter of 2023, a position previously held by Prada.

After Anderson's departure, Jack McCollough and Lazaro Hernandez were appointed as creative directors in 2025, also located in Paris.

Locations

Loewe stores are located worldwide. In 2014, Loewe's then-143 stores were concentrated mainly in Spain and Japan, which respectively had 37 and 27 locations. The first London shop opened in 1963, on Mayfair's Mount Street.

Loewe opened its first American store in New York, a three-story shop at the Trump Tower, in 1983; it closed 1993. Today, the company has at least seven stores in the US: Miami's Design District (since 2016), the Wynn in Las Vegas (since 2018), New York (since 2019), Rodeo Drive in Los Angeles (since 2022), Bal Harbor in Florida, Boston, and River Oaks District in Houston.

In 2016, Loewe opened Casa Loewe Madrid, the brand's first flagship in Madrid and – with 10750 sqft – its largest store in the world. It is located in the ground floor of the company's head office in a landmark 19th-century building. In 2019, Loewe outgrew its London store in Mount Street and opened Casa Loewe at 41-42 New Bond Street.

With 41 stores in Mainland China, high profile expansions include Loewe Perfumes in Deji Plaza, Nanjing in 2022 and Loewe Gaozhai, a Casa Loewe concept, in Taikoo Li, Chengdu in 2024.

Campaigns

Loewe's global brand ambassadors have included Penélope Cruz (2013–2015), Josh O'Connor (since 2017), Leo Wu (since 2022), Tang Wei (since 2022), South Korean girl group Nmixx (since 2022), Taylor Russell (since 2022), Taeyong (since 2023), Yang Mi (since 2023), Jamie Dornan (since 2024), Giselle (since 2024), Lim Ji-Yeon (since 2024) and Wang Yibo (since 2024). Other celebrities who have featured in the brand's advertisement campaigns include Gisele Bündchen (2017), Tracee Ellis Ross (2021), Gillian Anderson (2021), Greta Lee (2023), Maggie Smith (2023), and Kit Connor (2024).

During Stuart Vevers's tenure, most Loewe advertising campaigns were shot by Mert Alaş and Marcus Piggott. For his first Loewe ad campaigns, Jonathan Anderson worked with Steven Meisel; he has since worked with Tyler Mitchell (2020) and Juergen Teller (since 2021).

Designers and creative directors

• José Pérez de Rozas (1938–1970s)
• Karl Lagerfeld
• Giorgio Armani (1980s)
• Laura Biagiotti (1980s)
• Narciso Rodriguez (1997–2000)
• José Enrique Oña Selfa (2000–2007)
• Stuart Vevers (2008–2013)
• Jonathan Anderson (2013–2025)
• Jack McCollough and Lazaro Hernandez (2025–present)

References

References

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2. (21 November 2023). "Loewe SA almost doubles its profits in 2022".
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4. (28 September 2018). "Jonathan Anderson: "Fashion is a competition"". Vogue.
5. Melissa Magsaysay (9 September 2011), [https://www.latimes.com/archives/blogs/all-the-rage/story/2011-09-09/luxury-leather-label-loewe-lands-in-l-a Luxury leather label Loewe lands in L.A.] {{Webarchive. link. (13 February 2023 ''[[Los Angeles Times]]''.)
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10. Jamie Huckbody (17 October 2002), [https://www.independent.co.uk/news/people/profiles/the-king-of-leather-140274.html The king of leather] {{Webarchive. link. (26 June 2020 ''[[The Independent]]''.)
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12. [[Suzy Menkes]] (17 June 1997), [https://www.nytimes.com/1997/06/17/style/IHT-in-fashion-chess-more-new-moves.html In Fashion Chess, More New Moves] {{Webarchive. link. (26 June 2020 ''[[International Herald Tribune]]''.)
13. Miles Socha (26 September 2014), [https://wwd.com/fashion-news/fashion-features/article-1112392/ Narciso Rodriguez: Brining N.Y. Smarts to LVMH’s Loewe] {{Webarchive. link. (15 June 2020 ''[[Women's Wear Daily]]''.)
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16. Eric Wilson (24 June 2013), [https://runway.blogs.nytimes.com/2013/06/24/vevers-lands-top-spot-at-coach/ Vevers Lands Top Spot at Coach] {{Webarchive. link. (23 October 2020 ''[[New York Times]]''.)
17. Miles Socha (26 September 2014), [https://wwd.com/fashion-news/designer-luxury/anderson-preps-loewe-for-next-chapter-7946096/ Jonathan Anderson Preps Loewe for Next Chapter] {{Webarchive. link. (15 June 2020 ''[[Women's Wear Daily]]''.)
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24. Miles Johnson (29 November 2012), [https://www.ft.com/content/2988894c-326c-11e2-916a-00144feabdc0 Domestic production: Profitability begins at home as companies tap rich skill base] {{Webarchive. link. (27 June 2020 ''[[Financial Times]]''.)
25. [https://wwd.com/feature/paris-court-sets-hearing-for-lanvin-lvmh-non-compete-case-1203100550/ Paris Court Sets Hearing for Lanvin, LVMH Non-compete Case] ''[[Women's Wear Daily]]'', 10 April 2019.
26. Mimosa Spencer (6 February 2020), [https://wwd.com/business-news/human-resources/exclusive-loewe-lanvin-reach-agreement-non-compete-case-1203464737/ EXCLUSIVE: Loewe, Lanvin Reach Agreement in Non-compete Case] ''[[Women's Wear Daily]]''.
27. Ryder, Bethanie. "How Loewe gets China right {{!}} Jing Daily".
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31. Miles Socha (24 March 2025), [https://wwd.com/fashion-news/designer-luxury/loewe-proenza-schouler-new-creative-director-1237045580/ EXCLUSIVE: Loewe Confirms Proenza Schouler Duo as New Creative Directors] ''[[Women's Wear Daily]]''.
32. Miles Socha (26 September 2014), [https://wwd.com/fashion-news/designer-luxury/anderson-preps-loewe-for-next-chapter-7946096/ Jonathan Anderson Preps Loewe for Next Chapter] {{Webarchive. link. (15 June 2020  ''[[Women's Wear Daily]]''.)
33. Jo Ellison (26 April 2019), [https://www.ft.com/content/7ac15490-65b6-11e9-9adc-98bf1d35a056 Loewe, luxury and the enduring allure of London’s Bond Street] {{Webarchive. link. (31 January 2023 ''[[Financial Times]]''.)
34. Anne-Marie Schiro (7 February 1983), [https://www.nytimes.com/1983/02/07/style/a-new-wave-of-boutiques-rolls-in-from-europe.html A New Wave of Boutiques Rolls in From Europe] {{Webarchive. link. (24 October 2022 ''[[New York Times]]''.)
35. Bernadine Morris (21 September 1983), [https://www.nytimes.com/1983/09/21/garden/loewe-leather-arrives.html Loewe Leather Arrives] {{Webarchive. link. (5 July 2021 ''[[New York Times]]''.)
36. Tilly Macalister-Smith (3 December 2015), [https://www.wallpaper.com/fashion/loewe-store-cum-gallery-opening-in-miamis-design-district Loewe opens new store-cum-gallery in Miami’s Design District] {{Webarchive. link. (15 June 2020 ''[[Wallpaper (magazine)). Wallpaper]]''.
37. Katherine Bernard (19 December 2019), [https://www.nytimes.com/2019/12/19/style/loewe-opens-a-store.html Loewe Opens a Store] {{Webarchive. link. (15 June 2020 ''[[New York Times]]''.)
38. Booth Moore (16 November 2022), [https://wwd.com/fashion-news/fashion-features/loewe-los-angeles-store-jonathan-anderson-ceramics-art-justin-bieber-1235420222/ EXCLUSIVE: Loewe’s First L.A. Store Is Filled With Sun, Ceramics and a Bust of Justin Bieber] {{Webarchive. link. (15 January 2023 ''[[Women's Wear Daily]]''.)
39. Lisa Lockwood (16 July 2024), [https://wwd.com/fashion-news/designer-luxury/loewe-stores-houston-miami-bal-harbour-1236485941/ Loewe’s New Stores in Texas, Florida Feature a Personal, Elevated Touch] {{Webarchive. link. (26 July 2024 ''[[Women's Wear Daily]]''.)
40. Miles Socha (17 November 2016), [https://wwd.com/fashion-news/designer-luxury/lvmh-loewe-jonathan-anderson-tells-spain-10708326/ ‘Think Loewe,’ Jonathan Anderson Tells Spain] {{Webarchive. link. (5 February 2023 ''[[Women's Wear Daily]]''.)
41. (2019-04-25). "Jonathan Anderson's Casa Loewe Feels Like The Home Of A Fabulous Collector".
42. Hu, Denni. (2024-06-28). "Loewe Unveils Destination Shop at Taikoo Li Chengdu".
43. Wu, Wenzhuo. "How Loewe crafts its China strategy with Chengdu store opening {{!}} Jing Daily".
44. Miles Socha (8 January 2013), [https://wwd.com/feature/spanish-eyes-6574220-465918/ Penélope Cruz Fronts for Loewe Campaign] ''[[Women's Wear Daily]]''.
45. Cal Morris (13 December 2017), [https://hero-magazine.com/article/110933/gods-own-country-star-josh-oconnor-is-the-new-face-of-loewe-menswear God’s Own Country star Josh O’Connor is the new face of Loewe menswear] {{Webarchive. link. (15 January 2023  ''[[Hero (magazine)). Hero]]''.
46. (2022-02-22). "Loewe Taps Leo Wu — a 'Master' Craftsman of Acting — as Ambassador".
47. Pawa, Anjana. (September 30, 2022). "K-Pop Girl Group NMIXX Are Loewe's New Ambassadors".
48. Miles Socha (2 November 2022), [https://wwd.com/fashion-news/fashion-scoops/loewe-taylor-russell-ambassador-1235407105/ Loewe Names Taylor Russell a Global Ambassador] {{Webarchive. link. (15 January 2023 ''[[Women's Wear Daily]]''.)
49. "EXCLUSIVE: Loewe Adds K-Pop Sensation Taeyong as Global Ambassador". WWD.
50. "TAEYONG joins the LOEWE family".
51. "Loewe appoints Yang Mi as global brand ambassador".
52. "Yang Mi Is Loewe's Newest Global Ambassador".
53. "Jamie Dornan devient ambassadeur mondial de la marque Loewe".
54. "Actor Jamie Dornan is Loewe's New Global Brand Ambassador".
55. "Loewe names Jamie Dornan as its new brand ambassador".
56. "aespa's Giselle Announced As New Brand Ambassador For LOEWE".
57. "Lim Ji-Yeon Joins LOEWE as New Brand Ambassador".
58. Zhang, Tianwei. (2024-06-21). "EXCLUSIVE: Wang Yibo Named Loewe Global Brand Ambassador".
59. Robert Williams (1 March 2017), [https://wwd.com/fashion-news/fashion-scoops/loewe-taps-gisele-bundchen-for-fall-campaign-10824278/ Loewe Taps Gisele Bündchen for Fall Campaign] ''[[Women's Wear Daily]]''.
60. Miles Socha (28 September 2021), [https://wwd.com/feature/gillian-anderson-wears-an-eye-mask-in-loewe-campaign-1234948782/ Gillian Anderson Wears an Eye Mask in Loewe Campaign] ''[[Women's Wear Daily]]''.
61. Kristopher Fraser (18 September 2023), [https://wwd.com/pop-culture/new-fashion-releases/greta-lee-loewe-botanical-rainbow-campaign-1235819690/ Greta Lee Features in Loewe’s ‘Botanical Rainbow’ Perfume Campaign] ''[[Women's Wear Daily]]''.
62. Ellie Violet Bramley and Lauren Cochrane (27 October 2023), [https://www.theguardian.com/fashion/2023/oct/27/loewe-fashion-older-models-maggie-smith Loewe and behold: how older models are casting a spell on fashion] ''[[The Guardian]]''.
63. "New brand ambassadors for Bottega Veneta, Balenciaga, Loewe, Kith, Guess Jeans".
64. Rebecca Cope (12 November 2012), [https://www.harpersbazaar.com/uk/fashion/fashion-news/news/a6829/penelope-cruz-is-the-new-face-of-loewe/ Penélope Cruz is the new face of Loewe] ''[[Harper's Bazaar]]''.
65. Nancy Hass (19 August 2019), [https://www.nytimes.com/2019/08/19/t-magazine/jonathan-anderson-loewe-interview.html The Man Turning European Fashion Into Something Raw and Real] {{Webarchive. link. (13 February 2023  ''[[T (magazine)). T: The New York Times Style Magazine]]''.
66. Miles Socha (28 September 2021), [https://wwd.com/feature/gillian-anderson-wears-an-eye-mask-in-loewe-campaign-1234948782/ Gillian Anderson Wears an Eye Mask in Loewe Campaign] {{Webarchive. link. (13 February 2023 ''[[Women's Wear Daily]]''.)
67. [https://www.interviewmagazine.com/fashion/josh-oconnor-models-a-sexy-oyster-shirt-in-loewe-pre-fall-22-campaign Josh O’Connor Models a Sexy Oyster: Shirt in the Loewe Pre-Fall 22 Campaign] {{Webarchive. link. (13 February 2023 ''[[Interview (magazine)). Interview]]'', 23 May 2022.
68. Mead, Rebecca. (2025-03-17). "What Will Jonathan Anderson Transform Next?". The New Yorker.
69. "Loewe News, Collections, Fashion Shows, Fashion Week Reviews, and More".
70. "What Was Loewe Like Pre-Jonathan Anderson? A Look Back at Its Creative Directors and Eras".
71. Horyn, Cathy. (2025-06-02). "The Ambition of Jonathan Anderson".
72. Socha, Miles. (2025-03-24). "EXCLUSIVE: Loewe Confirms Proenza Schouler Duo as New Creative Directors".