Campaign / Fashion house - 9/28/21
Fostering a message of independence, empowerment and inclusivity, LOEWE presents the Amazona campaign: a cast of creative individuals united by an energetic outlook on life, each carrying the new Amazona bag.
The campaign, shot around the world by Juergen Teller, features portraits of Gillian Anderson, Arca, Justin Vivian Bond, Jamie Clayton, Úrsula Corberó, Tracee Ellis Ross,
Anthea Hamilton, HyunA, Susanna Moore, Nabhaan Rizwan, Mika Schneider and Liu Wen. Championing inclusivity, the campaign presents the AMAZONAS of today as individuals of different cultures and identities, capturing the spirit of our moment.
Juergen Teller’s portraiture —raw, unapologetic, playful— highlights the singularity of each character, drawing a kaleidoscope of humanity that turns LOEWE’s prismatic identity into a pulsating reality.
The Amazona was launched in 1975, a moment when women were beginning to gain more equality and independence in the workplace. Inspired by the spirit of the time, the bag’s
hand-held style was designed to hold everything needed over the course of a day.
Coinciding with LOEWE’s 175th anniversary, the Amazona has been reimagined and presented as part of the Fall Winter 2021 runway collection. Three new shapes feature in
the campaign: the Amazona 19 Square, the Amazona 28 and the upcoming Amazona 23 for Spring Summer 2022. Each is available in nappa calfskin and the house’s signature
Anagram jacquard, with a fully-functional padlock sealing the style.
Hail the new AMAZONAS.
The cast of the AMAZONAS includes:
Award-winning film, television and theatre actress Gillian Anderson first achieved international recognition for her iconic portrayal of Dana Scully on American television series The X-Files. Gillian recently played Margaret Thatcher in The Crown and her performance earned her a SAG Award, a Critic’s Choice Award, a Golden Globe Award and an Emmy. She is currently appearing in the third series of Sex Education. Gillian will next be seen in The Great’s second season (playing Catherine The Great’s mother) as well as portraying Eleanor Roosevelt in the upcoming The First Lady.
Venezuelan musician, singer, composer, record producer and DJ Arca is known for taking anexperimental approach to electronic music, collaborations with artists including Björk,
Kelela and Frank Ocean, and four studio albums — Xen (2014), Mutant (2015), Arca (2017) and Kick I (2020).
American award-winning singer, writer, painter and performance artist Justin Vivian Bond is known for influential punk cabaret act Kiki & Herb, appearances on both stage and
screen, and her ongoing activism in favour of trans visibility. Justin Vivian Bond is currently performing Only an Octave Apart at St. Anns Warehouse in New York.
#LOEWE
#LOEWEamazona
The campaign, shot around the world by Juergen Teller, features portraits of Gillian Anderson, Arca, Justin Vivian Bond, Jamie Clayton, Úrsula Corberó, Tracee Ellis Ross,
Anthea Hamilton, HyunA, Susanna Moore, Nabhaan Rizwan, Mika Schneider and Liu Wen. Championing inclusivity, the campaign presents the AMAZONAS of today as individuals of different cultures and identities, capturing the spirit of our moment.
Juergen Teller’s portraiture —raw, unapologetic, playful— highlights the singularity of each character, drawing a kaleidoscope of humanity that turns LOEWE’s prismatic identity into a pulsating reality.
The Amazona was launched in 1975, a moment when women were beginning to gain more equality and independence in the workplace. Inspired by the spirit of the time, the bag’s
hand-held style was designed to hold everything needed over the course of a day.
Coinciding with LOEWE’s 175th anniversary, the Amazona has been reimagined and presented as part of the Fall Winter 2021 runway collection. Three new shapes feature in
the campaign: the Amazona 19 Square, the Amazona 28 and the upcoming Amazona 23 for Spring Summer 2022. Each is available in nappa calfskin and the house’s signature
Anagram jacquard, with a fully-functional padlock sealing the style.
Hail the new AMAZONAS.
The cast of the AMAZONAS includes:
Award-winning film, television and theatre actress Gillian Anderson first achieved international recognition for her iconic portrayal of Dana Scully on American television series The X-Files. Gillian recently played Margaret Thatcher in The Crown and her performance earned her a SAG Award, a Critic’s Choice Award, a Golden Globe Award and an Emmy. She is currently appearing in the third series of Sex Education. Gillian will next be seen in The Great’s second season (playing Catherine The Great’s mother) as well as portraying Eleanor Roosevelt in the upcoming The First Lady.
Venezuelan musician, singer, composer, record producer and DJ Arca is known for taking anexperimental approach to electronic music, collaborations with artists including Björk,
Kelela and Frank Ocean, and four studio albums — Xen (2014), Mutant (2015), Arca (2017) and Kick I (2020).
American award-winning singer, writer, painter and performance artist Justin Vivian Bond is known for influential punk cabaret act Kiki & Herb, appearances on both stage and
screen, and her ongoing activism in favour of trans visibility. Justin Vivian Bond is currently performing Only an Octave Apart at St. Anns Warehouse in New York.
#LOEWE
#LOEWEamazona
Designer:
Loewe
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