HyunA LOEWE Amazona campaign
Photo: Courtesy

First spotted on LOEWE’s fall/winter 2021 runway, the Amazona 19 Square and the Amazona 28—the numbers denoting their width in centimetres—are two new, reimagined styles of its iconic predecessor from the ’70s.

Released in 1975, the Amazona was designed with the modern, working women in mind—women who were gaining equality and independence in male-dominated workplaces. Embodying the spirit of the era, the bag was a classic, versatile piece that was roomy enough to hold all the work essentials. Marking LOEWE’s 175th anniversary, the return of the Amazona sees construction, proportions, materials and details reworked to the highest modern standard.

Related article: Review Of Loewe Fall Winter 2021 Collection

Conceived by creative director Jonathan Anderson, the Amazona 19 is smaller and more squarish than the original, while the Amazona 28 is more rectangular in shape. Both styles come with large, zipped compartments for today’s electronic devices, a fully-functional padlock engraved with LOEWE’s Anagram, as well as slimmer, removable and adjustable shoulder straps that make it a perfect day-to-night bag.

Choose from luscious leather finishes in shades of Avocado Green, Black, Lagoon Blue, Lime Yellow, Mink and Warm Desert, or an anagrammed cotton-canvas blend in Navy and Green.

Related article: Loewe Just Launched The Cutest Gift Box With Its Iconic Bags In Nano Size

LOEWE Amazona
Photo: Courtesy

Scroll through to see the Amazona 19 and 28 in various colourways and finishes.

Related article: Jonathan Anderson On LOEWE FOUNDATION Craft Prize, Creativity And Building A Global Community