- LOEWE has unveiled a landmark anniversary campaign photographed by Talia Chetrit, with global ambassador Julia Garner leading a cast that spans generations, disciplines, and continents, including brand ambassadors Giselle, Kara Wai, and Salma Abu Deif, plus actress Sissy Spacek and artist Kara Walker.
- The campaign spotlights three iconic LOEWE handbags: the Flamenco clutch, the Puzzle, and the newly reimagined Amazona 180, a reworking of the 1975 original by new creative directors Jack McCollough and Lazaro Hernandez.
- Antonio Banderas narrates an animated short film charting LOEWE's key milestones, from its 1846 Madrid founding to its appointment as official supplier to the Spanish Royal Household in 1905.
- A special anniversary capsule collection and a publication titled "180 Years of Craft," part of Loewe Magazine Issue 11, will be available free of charge from June 15 in stores and partner bookshops.
Founded in 1846, LOEWE is celebrating 180 years, predating the telephone and recognized today as the second-oldest luxury fashion house in the world.
To mark the milestone, the Spanish house has dropped a star-studded anniversary campaign and capsule collection under new creative directors Jack McCollough and Lazaro Hernandez.
Julia Garner, who was named LOEWE’s first global ambassador under the new creative direction in March 2026, leads the campaign. The Emmy and Golden Globe-winning actress, fresh off wrapping Netflix’s The Altruists (also as executive producer), previously fronted campaigns for Gucci and Nespresso before transitioning her luxury alliance to LOEWE.
Julia Garner was named global ambassador for Loewe earlier this year, signaling a major style pivot for Garner. She’s set to next appear alongside Charlize Theron in Tyrant and is already generating buzz as Silver Surfer in Marvel’s Fantastic Four: First Steps.
Giselle of globally acclaimed K-pop group aespa, a LOEWE brand ambassador since 2024, also features prominently in the campaign, carrying pieces from the house’s latest leather-goods chapter.
LOEWE has consistently tapped K-pop stars, previously naming NCT’s Taeyong as a global ambassador, cementing the brand’s strategic ties to Asian pop culture.
This mirrors the approach seen in other heritage brands like when Burberry assembled a diverse, multi-generational cast for its own 170th anniversary campaign.
Málaga-born actor Antonio Banderas narrates the accompanying animated film, grounding the brand’s Spanish heritage with personal resonance.
Banderas is currently in demand on-screen too, recently joining the cast of the A24 Anthony Bourdain biopic Tony and the supernatural thriller Unmerciful Good Fortune opposite Rosario Dawson.
Takeaways
LOEWE’s 180th anniversary campaign is a masterclass in blending heritage with cultural currency, anchoring its past with iconic bags while using globally relevant faces like Garner, Giselle, and Banderas to signal where the brand is headed.
Under McCollough and Hernandez, the house is leaning into a distinctly international, multi-generational identity that feels deliberate, not accidental.
The Spanish connection through Banderas adds emotional authenticity to the storytelling, while Garner’s transition from Gucci to LOEWE shows how luxury houses are actively recruiting Hollywood’s most critically respected talent, not just its most visible faces.
Does pairing a heritage craft narrative with K-pop and Hollywood energy make LOEWE’s 180-year story feel fresher or does it risk diluting the brand’s identity? With Julia Garner moving on from Gucci to LOEWE, what does that tell us about how luxury brands are competing for A-list talent right now?
