Jack McCollough and Lazaro Hernandez have been appointed Creative Directors of LOEWE. The design duo has been at the forefront of the American fashion scene for a quarter of a century. Their brand, Proenza Schouler, has swept the CFDA Fashion Awards.
The "Amazona 180" marked a new beginning for the brand. This endeavor to reimagine the "Amazona," a cornerstone of the Maison's heritage, proved to be a resounding success.
"Amazona" was launched in 1975. This impeccably tailored two-handle bag has become a universally recognized icon of the house.
With its intricate leather binding that outlines the edges and the signature three-dimensional square accents that reinforce the sides, the “Amazonas 180” retains its instantly recognizable features while completely transforming its overall look.
The two designers switched to a single handle and clad the bag in supple, lustrous calfskin. The official announcement described it as “slouchy,” which is a spot-on description. If you were to translate “slouchy” into Japanese, it would convey a sense of “limp” or “floppy.”
What really brought out the appeal of that leather was the styling, with the zipper left wide open. The front panel couldn’t support its own weight and sagged gently.
The interior features a magnetic divider.
But that’s not the only benefit of unzipping it. For one thing, exposing the suede lining creates an indescribable contrast. Second, the new logo—two “L”s placed side by side—is engraved on the compartment with the concealed closure mechanism, and this too peeks out exquisitely. Yes, the designers had intentionally incorporated even this state, which would normally remain hidden from view, into the design.
“The number ”180” refers to the 180th anniversary of Loewe’s founding, but it may also have been a play on the word “180 degrees.” This is because the design work took a completely different approach, one that defied conventional wisdom.
The bag comes in three sizes: mini, small, and large. It’s also available in a wide range of colors. It includes a detachable shoulder strap and a crossbody strap. The “Amazonas 180,” which expands your style options for any occasion, is already shaping up to be a hot commodity.
The bag is designed to stand upright on its own. The design on the back is also stunning.
Photo_Hiroyuki Takashima
Text_Kei Takegawa
