I don’t know when or why my complete obsession with Loewe Amazona bags started but I do know it’s grown stronger over the years. I seem to be completely captivated and enamoured with the Amazona for its simple lines, elegant aesthetic and beautifully practical capacity.
Perfect for daytime use, travel or weekending, the Amazona holds a surprising amount and looks oh-so-chic while doing so. Perhaps it’s the perfect fusion of elegance and practicality that has me swooning in my boots.
I wondered about the history of this perfect daytime bag and discovered why my passion for Loewe’s Amazona is skillfully designed to ignite on sight.
Let’s explore why Loewe is a truly iconic brand.
First things first, the brand Loewe is pronounced Lew-ay-vay, which to my horror I can never pronounce properly. It’s grown in steady style since its founding in 1846 by a group of expert leather craftsmen operating a cooperative workshop in Lobo street (now Echegaray Street) in Madrid; finding its branding in 1876 with the joining of German craftsman Enrique Loewe Roessberg, opening the country’s first luxury store on Principe Street in 1892 and being appointed Official Supplier to the Royal House in 1905.
After that, Loewe continued to grow in fame for having the most luxurious boutique in Madrid and established the brand throughout Spain in 1910, becoming the third oldest luxury leather goods brand in Europe after Hermès and Louis Vuitton with a long standing reputation for the finest suede.
One of the brand’s favourite leathers to use for these pieces is the famous ‘cordero entrefino español’- a 7mm thick lambskin from lambs bred in the Pyrenees. It is known for its exquisite smoothness and lightness.
Why Loewe’s AMAZONA bag is forever stylish.
The Amazona bag is a refreshingly understated signature item that promises tradition will be woven through Loewe’s ambitious future. Forward thinking creative director, British wunderkind Jonathan Anderson, plans to lead the brand into reaching their goal of becoming one of the world´s top 3 leading luxury leather houses – hopefully with the Amazona shining at the forefront in all its classic timelessness.
Created in 1975 as a sleek bag for all times of day, the elegant Amazona was launched in the brands signature soft shortbread coloured ‘classic calf suede’ leather with unlined suede finishing. Each hand-crafted bag takes 12 hours to create. Supposedly named for the powerful Amazonian women warriors of Greek mythology, this versatile bag does seem to speak to strong women across the world and be able to be dressed up or down as the occasion dictates.
As the Audrey Hepburn of bags, the Amazona has stayed on fashionable divas hot lists through the decades, remaining contemporary and in demand for almost half a century, with elegantessa’s around the world wearing it casual or smart, including semi-royal Pippa Middleton, Angelina Jolie, Jessica Alba, Victoria Beckham, Agyness Deyn, Kylie Minogue, Sarah Jessica Parker, Leighton Meister, Alessandra Ambrosio and the list goes on and on… showing how diverse the appeal of the Amazona style really is.
“1975 saw the beginning of a new era in Spain. Loewe took part in this surge of democracy with the creation of a bag that elegantly suited the new lifestyle of Spanish women: the Amazona. First “24-hour” bag to combine style and functionality, the simplicity, softness and utility of its style conceals a small revolution.”
We have Brit designer Stuart Vevers (formerly of Bottega Veneta and Givenchy) to thank for the plethora of Amazona textiles, sizes and colours. And graphic design team M/M to thank (or blame) for the updated Loewe logo, which is a modern interpretation of the quadruple ‘L’ insignia (informally known as ‘el cangrejo’, or ‘the crab’) designed by Spanish artist Vicente Vela based on the folding of historical branding irons used to mark cattle and leather skins.
Only launching formally into the US markets in 2010 with a clever launch display of an expert Loewe artisan on site to demonstrate the time and work that goes into the signature bag, you could be forgiven for not knowing about the Loewe Amazona just yet.
Rest assured, you’ll be seeing much more of them right here and can buy pre-owned Loewe Amazona bags on any good luxury resale site.
Loewe Amazona Sizes
Amazona 36:Width – 36 cm Height – 23 cm Depth – 15 cm
Amazona 28:Width – 28 cm Height – 17 cm Depth – 14 cm
Amazona 23:Width – 23.5 cm Height – 15 cm Depth – 9 cm
Amazona 24H:Width – 44 cm Height – 28.5 cm Depth – 19 cm