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Every fashion house has its own signature bags, and for Loewe, its most popular silhouette in the past has undoubtedly been the Puzzle bag. For Fall/Winter 2021 however, Jonathan Anderson has brought back a silhouette from the archive, breathing new life into the Amazona.
Launched in 1975, the hand-held silhouette has been reimagined for the house’s 175-year anniversary. When the bag was initially released, the world looked very different, and women were only just beginning to gain more independence, so the style was reflective of that, designed to hold all your daily essentials and other things needed throughout the day.
Fast forward to 2021, the bag is back in three new shapes: the Amazona 19 Square, the Amazona 28, and the Amazona 23 which will release as part of the label’s SS22 collection. Made in Nappa calfskin, the bag arrives in a multitude of colors.
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In a campaign shot by Juergen Teller, the photographer travels around the world to shoot a range of talent that embody different cultures and identities, and “capture the spirit of our moment.” The campaign features names such as Gillian Anderson, Arca, Úrsula Corberó, Tracee Ellis Ross, Liu Wen, and more.
We’ve previously seen other brands dive deep into their archives to bring back successful silhouettes from the past, such as Dior and its Saddle Bag and Fendi with the Baguette, and for fans of the labels, it also adds an additional element of excitement. For those that can’t afford a brand new iteration of the bags, there are vintage pieces available both online at sites such as eBay and Vestiaire Collective, as well as in shops all over the world. I know from first-hand experience that there are multiple vintage Loewe Amazona bags out here, so start hunting now.
If you’re looking to invest in the FW21 iteration, the Loewe Amazona is now available for purchase online, in-store, as well as at select retailers.