Known as ‘Spain’s Hermès’, luxury heritage brand Loewe has a lifespan stretching back to 1846. Initially known for its opulent luggage the label is also famous for its expertly crafted handbags, the most famous of which is its Amazona bag, which has been making a quiet and sleek style statement for more than 35 years.
When it was created in 1975 the Amazona personified the decade’s spirit of feminine freedom. With its relaxed yet elegant shape and lack of adornment the Amazona was an instant hit with aristocratic ladies and Hollywood stars. Originally produced in Loewe’s signature yellow leather the Amazona has been produced in a plethora of lavish leathers and exotic skins.
Since taking over as Loewe’s Creative Director in 2008 Stuart Vever’s has reinvigorated the Amazona, producing it season after season in a huge array of textiles, colours and sizes.
For Pre Fall 2008 the Amazona came in rich shades of classic plum, caramel and grey and in patent leather, calf skin and glossy ostrich skin.
Resort 2009 saw the introduction of the oversize Amazona Weekender in dark denim with racy red leather trims. For SS09 it was miniaturised into the Amazona 23 in smooth lizard skin. The traditionally sized Amazona appeared in snow white and dark toffee coloured leather and in paint splashed calf hair.
The Amazona 23 appeared for Pre Fall 2009 in hot pink lizard skin and the Weekender appeared in sand coloured suede. The traditional Amazona appeared in leopard print calf hair. AW09 saw the bag in grape coloured calf skin and studded suede.
In 2010 the Amazona was officially launched into the US market. With each Amazona bag taking around 12 hours to create, Loewe cleverly kick started the American launch by having an artisan on hand to demonstrate to the public just how much work goes into its signature bag. Also during 2010 Loewe launched its ‘leather icons’ collection made entirely from super soft black napa leather.
For SS10 the Amazona appeared in orange vinyl and sand coloured ostrich skin with fluorescent orange handles. Also in this collection were the Amazona 45, the Amazona 28 and the Amazona City 38.
For SS11 the Amazona 28 appeared in sand suede with bright leather trims and in hot pink and orange calf skin. AW11 saw the introduction of the Tall Amazona 23 in dark chocolate and blue calf leather and in red ostrich skin. The classic Amazona appeared in black calf hair and the 28 in ink washed blue leather.