The Loewe brand was born in a small workshop in Madrid in 1872. Over the years, its quality, unique designs and exclusivity have transformed it into a genuine global fashion icon. And what many people don’t realise is that its fragrance line has a story just as captivating as its handbags.
The Origins of Loewe: From Madrid to the World
It all began in a leatherwork atelier on Calle Lobo — now known as Calle Echegaray — in Madrid. There, in 1872, German craftsman Heinrich Loewe Rössberg brought his ambition to create a fashion brand to life. Twenty years later he opened the first shop on Madrid’s Calle Príncipe and, thanks to its enormous popularity, the house soon became Royal Supplier by order of King Alfonso XIII. Quite the calling card.
The Expansion of Loewe
After receiving the royal appointment and with Enrique Loewe Knappe, the founder’s grandson, at the helm, the house began to expand rapidly across Spain. In 1945, under the creative direction of José Pérez de Rozas, Loewe achieved international fame with bold new designs. In 1963 it opened shops in England and Japan, cementing its global reach.
The Modern Era: LVMH and Jonathan Anderson
In 1988 Enrique Loewe Lynch founded the Loewe Foundation, which each year awards a prestigious international poetry prize. In 1996, on its 150th anniversary, Loewe joined the LVMH group (Moët Hennessy Louis Vuitton). Today, under Jonathan Anderson, Loewe pursues a more eclectic and artistic direction that has captivated a younger audience.
The Loewe Style: Art, Craft and Rule-Breaking
Loewe has always been distinguished by its capacity to break with stereotypes. A clear example is the Amazona bag, created in 1975 by Darío Rossi and inspired by the warriors of Greek mythology. It became a symbol of female empowerment that marked a before and after in fashion. More recently, Jonathan Anderson’s floral motifs and 3D embroidery have revolutionised the very concept of luxury fashion.
The brand has enjoyed the endorsement of personalities such as Ava Gardner, the 20th-century icon who turned one of its handbags into an object of desire.
Loewe Perfumes: Spanish Elegance in Liquid Form
Beyond clothing and accessories, Loewe has developed a fragrance line that stands out for its originality and elegance. Among its most representative scents:
- Esencia de Loewe (1988): the house’s first fragrance — woody and spiced, a classic Spanish masculine.
- Solo Loewe Ella: a sophisticated feminine proposal with floral and oriental notes.
- Aire de Loewe: a light, delicate fragrance — a fresh floral designed for those who savour life’s smaller pleasures.
- Aura de Loewe: sensual femininity with white flower and woody notes.
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Frequently Asked Questions About Loewe
Is Loewe a Spanish brand?
Yes. Although it now forms part of the French group LVMH, Loewe was born in Madrid in 1872 and is considered Spain’s pre-eminent luxury house. Its founder was of German origin, but the brand has been Spanish in essence from the very beginning.
When did Loewe launch its first perfume?
Loewe’s first perfume was Esencia, launched in 1988 under the direction of Enrique Loewe Lynch. Since then, the house has developed an extensive range of fragrances for both men and women.
What makes Loewe perfumes special?
They combine Spanish artisan tradition with quality ingredients and a unique personality. They don’t follow mass-market trends: they have their own identity, just like the house’s handbags and clothing.
Loewe is one of those brands that proves Spanish luxury has just as much to say as French or Italian luxury. A 150-year story that smells every bit as good as its fragrances. 🌹