The 1970s marked a turning point for women’s equality and independence, with more women joining the workforce as well as increased activism promoting women’s rights in all spheres. Drawing from the spirit of the time, the Loewe Amazona bag was launched in 1975, with the handheld style designed to hold everything a woman required during the course of the day. Its boxy shape and strategic size were equal parts stylish and functional, cementing it as the ideal handbag for the working woman.
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Now, the Loewe Amazona is reimagined for the women of today, with Loewe creative director Jonathan Anderson giving the piece a 21st century update. The Amazona 19 Square and Amazona 28 are crafted from Loewe anagram jacquard and leather, in shades of black and avocado green. In keeping with the practical nature of the original, the new bags feature details like protective metal feet and a functional padlock. To celebrate the reimagined Loewe Amazona, the Spanish luxury fashion house has released a campaign lensed by German photographer Juergen Teller, featuring creative individuals around the world.
Award-winning actress Gillian Anderson – known for her roles in The X-Files and more recently, The Crown – is joined by the likes of DJ Arca, Justin Vivian Bond, Jamie Clayton, Úrsula Corberó, Tracee Ellis Ross, Anthea Hamilton, HyunA, Susanna Moore, Nabhaan Rizwan, and Liu Wen. Shot in locations around the world, from Madrid and China to England and France, Teller captures each creative in his defining raw style, with the playful yet striking shots highlighting how the Amazona translates to each individual’s unique character.
The newly reimagined Loewe Amazona bags are available via the Loewe webstore.
Words by T. Angel
All images courtesy of Loewe & Juergen Teller