To understand Loewe’s celebration of the New Oro collection, one has to go back 35 years, to a time when Madrid was experiencing a burst of modernity and transformation. It was also in 1975 that Loewe first introduced Oro, the beautiful hue of golden-beige that evokes all that’s Spanish from fields of ripe Castilian wheat to hot Mediterranean sand and the golden sunsets that enrobe Madrid day after day.
35 years on, the offspring of those who originally led Madrid’s first golden age front the new campaign, one that reaffirms Loewe’s dedication to its most iconic colour signature. Casual with a dash of fun and nonchalance, the campaign stars up-and-coming Spanish actors, artists, DJs, musicians and photographers basking in the golden sunshine and wearing their pick of bags from the New Oro collection.
And while you may not be entirely familiar with the talent in the campaign, you’ll definitely recognise the bags, from the Amazona in all her different forms (the Amazona, the Amazona Tote and the Amazona Weekender) in hardy grained calfskin or luxurious suede, to newer variations of the Amazona in the form of a briefcase and a messenger created specially for the men.
Other styles, new and old, featured in the campaign include the Alta, the Luna and the Lars, all of which you’ll be able to view in an album over on Facebook. With some already available in Singapore, I’ll be doing more updates once more bags arrive, or you can start making enquiries at your local Loewe boutique.
Don’t forget the accompanying campaign video either, which gives you a close-up look of all the muses and their stories of what Loewe means to them.
Images & Video: Loewe