More Than Just a Reissue of a Classic: LOEWE Amazona 180 Makes an Elegant Entrance, the Bag You Need to Know This Season
LOEWE’s most iconic Amazona is back!
At LOEWE’s Spring/Summer 2026 debut under Jack McCollough and Lazaro Hernandez, the newly introduced Amazona 180 was undoubtedly one of the season’s most memorable highlights. As one of the brand’s most iconic bags, the Amazona returns in a purer, more contemporary form. More than a reinterpretation of a classic, it serves as a new bridge between LOEWE’s history and future as the brand enters its 180th year.
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Looking back to 1975, the Amazona was born at a time of social and cultural transformation in Spain. Created for modern women who were increasingly entering the workforce and developing a sense of self, it did away with the rigid, decorative silhouettes popular at the time in favor of a softer, more fluid bag designed for everyday life, reflecting women’s new vision of freedom and practicality. The original Amazona was made from gold suede with brown leather trim and featured the Anagram logo designed by Spanish artist Vicente Vela, making it the centerpiece of the forward-thinking Ante Oro line.
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From 1975 to today, the Amazona’s colors, proportions, and materials may have evolved with the times, yet the sense of ease, confidence, and independence it embodies has never changed. At this 180-year milestone, the Amazona 180 is more than a nod to a classic. It is an elegant yet resolute statement: true classics never stop moving forward; each time they look back, they take on a form that feels more attuned to the present.
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