Salma Abu Deif Leads Loewe’s Tribute To 180 Years Of Craftsmanship

Often a luxury Maison thought to have a more contemporary history, Loewe, in fact, turns 180 years-old this year.

While it’s a fashion house that has been at the forefront of the zeitgeist for the better part of the last decade, its revered history dates back almost two centuries.

Throughout its 180 years Loewe hasn’t been limited to its lineage, but its ability to nurture a co-influence of fashion and the arts, combining design, film, and craftmanship, to bring beautiful, and timeless pieces to life. And to mark its 180-year anniversary, its latest campaign and collection is an ode to this along with aa star-studded line-up.

Amongst them is Salma Abu Deif, the iconic Egyptian actress and regional treasure. Her presence is a prime example of Loewe’s continuous appreciation and understanding of cultural influence. Alongside Salma, stars such as Julia Garner, Giselle, Kara Wai, Sissy Spacek and Kara Walker make an appearance.

In the milestone campaign. the actress is seen fashioning some of Loewe’s most renowned bags. Notably, she is seen with the Amazona 180, arguably the most historically rich piece of the collection, with origins from 1975.

Alongside the Amazona 180, the campaign celebrates the Maison’s rich history by presenting the brands most iconic bags throughout the decades. Featuring the Flamenco clutch launched in the 1980s and the Puzzle from 2015, with the designs reimagined by creative directors Jack McCollough and Lazaro Hernandez. Each piece gives testament to the brands heritage while making a clear statement – Loewe’s savior-faire is timeless and irreplaceable.

Alongside the campaign Loewe released an animated film voiced by Antonio Bendaras. The film recounts key moments in the House’s rich history. Further exemplifying the brands dedication to staying true to their heritage while integrating cultural influence. Watch the full film below.