The new logo bag everyone will want to carry thumb

Left: Jonthan Anderson; Right: The new Loewe brand packaging. Credit: Loewe

When a new creative director comes on board, things are bound to change – think Heidi Slimane and Saint Laurent Paris. So it wasn’t a huge surprise when a new brand identity was created for Loewe to herald the start of Jonathan Anderson’s (yes, that’s JW Anderson of the “men in mini-dresses” fame) tenure at the Spanish fashion house. The original logo has been pared down and even the packaging has been redesigned to resemble minimalist encyclopedias. At least he didn’t change the name!

But Anderson still walks to the beat of a different drum. The new creative director has just unveiled a pre-launch capsule collection to give a sneak peek to his vision and direction – fashionistas dying of curiosity can now start breathing again.

Behold, the new Amazona 75. Credit: Loewe

Although I have to admit, I held my breath when I saw the reimagined Amazona 75 bag. This “update” is based on the trapezoidal silhouette of the original Amazona released in 1975 and the classic bag looks familiar yet so new. I’m loving the retro sixties bowling bag shape and the logo that sits off kilter, discreetly on the top right hand corner, instead of right smack in the centre like the Amazonas B.J. (Before Jonathan).

This is one logo bag that is truly perfect for both work and play – the structure and almost anonymity (save for the tiny logo) works for the office and the overall more playful look will take you to the weekend, just attach the long strap and sling it across your shoulder.

Anderson’s touch isn’t only limited to the Amazona, check out the other pieces from the capsule collection inspired by the building toy Meccano and primary shapes and colours that caught my eye below.

The Amazona 75 bag retails from $3,390 is available at Loewe boutiques. For a list of locations and more information, go to Follow the fashion house on Facebook at, Twitter @Loeweofficial and Instagram @Loewe