Everything you need to know about Spanish brand Loewe, including how to pronounce Loewe / how to pronounce l o e w e
Loewe is the Spanish royal family’s favorite luxury brand… and rapper A$AP Rocky’s, too.
For almost two centuries, Loewe has been renowned for its exquisite leather goods. But under the creative direction of Jonathan Anderson, Loewe has undergone a radical transformation.
With a new logo, a new social media strategy, new brand ambassadors (e.g. A$AP Rocky), and contemporary, streetwear-inspired designs, the Spanish fashion house has risen to “cool-status”, while still paying homage to its heritage.
But before we go any further, let’s address the elephant in the room: how do you pronounce Loewe?
If you’re unsure how to pronounce Loewe correctly, then you’re not alone!
Loewe itself felt the need to address this on the brand’s website, in a section called “How to say our name”:
“[We are] a Spanish brand with a German name, and in German w’s have a v sound, so despite the temptation to say it phonetically, the correct pronunciation is in fact LO-WEH-VAY”.
Loewe is German for “lion”. But why would a Spanish brand have a German name? Read on to find out…
History of Loewe
The label was founded in Madrid in 1846 by a group of Spanish craftsmen, as a leathermaking workshop. However, it wasn’t until German craftsman Enrique Loewe Roessberg took the helm in 1876 that the brand as we know it today was born.
In 1905, King Alfonso XIII and Queen Victoria Eugenia bestowed Loewe the title of “Supplier to the Royal Court”.
The brand’s handbags made from crocodile and iguana skin were considered the epitome of luxury and sophistication—Ernest Hemingway is said to have gifted Ava Gardner a Loewe Amazona bag.
Other famous customers include Marlene Dietrich, Rita Hayworth, and Sophia Loren.
In 1965, Loewe launched its ready-to-wear line. In 1996, the brand was acquired by the LVMH group.
British designer Jonathan Anderson, founder of J.W. Anderson, was appointed creative director of Loewe in 2013. To celebrate the brand’s heritage and commitment to craft, in 2016 Anderson established the internationally acclaimed Loewe Foundation Craft Prize, which seeks and rewards creative excellence and innovation.
The brand remains a favorite among Spanish royalty: Queen Sofia and Queen Letizia of Spain both boast a large Loewe collection.
Iconic Loewe bags
Now that you know the history and how to pronounce Loewe, get to know its incredible handbag lineup.
Launched in 2015 as Jonathan Anderson’s debut bag, today the Puzzle bag is the brand’s most recognizable design, an it-bag loved by the likes of Beyoncé, Sienna Miller, and Julianne Moore. The Puzzle bag has a distinctive cuboid shape, and can be conveniently folded completely flat. It comes in a range of hues and sizes, and it’s available for both men and women.
The Amazona is another iconic design—originally launched in 1975, this bag has been reintroduced only recently. For Loewe’s 175th anniversary, Jonathan Anderson released two new versions of this bag, the Amazona 19 Square and Amazona 28. Inspired by the Greek myth of the Amazons, the Amazona symbolizes powerful femininity.
The Flamenco clutch was also launched in the 1970s, and reintroduced in 2010. Featuring an unstructured silhouette and drawstring ties to cinch it closed, this bag is exquisitely chic and feminine. The Flamenco clutch is available in a range of colors and materials, including raffia, shearling, and Mongolian goat.
Another bag we love this season is the Woven Basket bag. This bag is crafted from surplus leather–leather that would otherwise be discarded. Read more on sustainable fashion. The Woven Basket bag features a distinctive checkerboard effect, created by the meticulously woven calfskin strips.
About the Author
Alex English is the Head of Growth Marketing at italist.com, building on a lifelong passion for fashion and luxury. After publishing a lifestyle blog for nearly ten years and obtaining an MBA in Milan at SDA Bocconi, one of Europe’s top business schools, he joined the italist team in 2019. His work since then has focused on upper-funnel messaging, brand storytelling, establishing italist as a thought leader in the space, and enriching the customer experience on the platform.