New leather Loewe re-enters the United States: Focus on practicality
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August 17, 2025
Stuart Vevers, who gained recognition from 2005 to 2007 for his bold rivets and eye-catching fringes, has now shifted his focus. At just 36 years old, he took the helm at Loewe, the Spanish leather brand under LVMH, and is redefining its identity with a more practical approach. His recent collection, including a $1,045 bag, highlights this new direction. Vevers emphasized that the design should be versatile enough to last multiple seasons, moving away from the fast-paced quarterly updates common in the fashion industry. Additionally, the bags are designed to be lightweight, focusing on functionality without compromising style.
Over the past decade, many luxury brands have relied on "it bags" to drive sales, with Chloe, Gucci, Louis Vuitton, and Prada constantly introducing new models every season. However, the 2008 economic crisis disrupted this trend. In 2009, global handbag sales dropped by 0.5%, and U.S. sales fell by 3.3%, signaling a shift in consumer behavior.
Loewe, with a rich history spanning 164 years, has traditionally performed well in Spain and East Asia. However, it has not been available in U.S. retail stores for nearly a decade. Before joining Loewe, Vevers worked at Bottega Veneta and Givenchy, and was instrumental in the rise of Mulberry. Now, his strategy for Loewe centers around practicality and brand visibility. With limited advertising budgets, he's leveraging celebrity influence to boost the brand's profile. High-profile stars like Angelina Jolie, Jennifer Lopez, and Madonna have been spotted carrying the Amazona Bag, a 35-year-old model from Loewe, helping to reintroduce the brand to a wider audience. This smart move combines nostalgia with modern appeal, positioning Loewe for a fresh start in today’s evolving fashion landscape.