The 1970s were a pivotal time for women’s rights. The decade witnessed a greater number of women becoming more integrated into the workplace, as well as significant activism pushing for women’s equality on all fronts. In response to the changing place of women in society, in 1975, the famed Spanish fashion house Loewe launched their iconic Amazona bag.
With its handled style, it was the perfect bag for the working woman, as it held everything needed for a day at the office. Now, with the house’s 175th anniversary, creative director Jonathan Anderson has reimagined the Amazona and presented it in a diverse campaign featuring a cast of some of the world’s most impressive creatives of today.
German fashion photographer Juergen Teller is the visionary behind the campaign. His simplistic yet modern portraiture manages to capture the iconic bag as an extension of each individual’s character; photographing the Amazona 19 Square, Amazona 28, and the upcoming Amazona 23 bags in every magnificent chroma—warm desert, avocado green, lagoon blue, and many more. Each is available in Nappa calfskin and the house’s signature Anagram jacquard, with a fully functional padlock sealing the style.
Headlining the diverse cast of the Amazona campaign is Gillian Anderson, the American actress with British influence, most famous for her appearance as agent Scully in X-Files, and as Jean in Sex Education, is photographed holding the black Amazona 28 bag. Other major artists featured in the campaign include South Korean singer HyunA, Venezuelan producer, DJ, composer, and musician Arca, as well as American award-winning actress Tracee Ellis Ross, Chinese model Liu Wen, and Japanese-French model Mika Schneider. Additional names in the roster include Jamie Clayton, Justin Vivian Bond, Susanna Moore, Anthea Hamilton, and Nabhaan Rizwan.
The new Amazona bags, are both dependable and elegant, quintessential, and contemporary, confirming that although today’s individual has developed since the seventies, their needs remain the same. Whoever you are, wherever you are, wherever you work, the new Amazona campaign highlights the bags’ unisexuality and versatility—for women, men, and everything in between. The convenient shape, ideal size, and secure padlock seal of this bag reign supreme to this day—all hail the new Amazonas.
Loewe is available at Shangri-La Plaza Mall East Wing. Follow @ssilifeph on Instagram or visit www.ssilife.com.ph
