LOEWE Fosters Independence, Empowerment, & Inclusivity in Juergen Teller’s ‘Amazona’ Campaign

Brand & Campaigns

GLOBAL CAMPAIGN —With a ringing, vibrant message of independence, empowerment and inclusivity, LOEWE presents the Amazona campaign enlisting the help of award-winning fine art and fashion photographer Juergen Teller.

The campaign, shot around the world by Teller, features portraits of a cast of creative individuals united by an energetic outlook on life, each carrying the new Amazona bag from Gillian Anderson, Arca, Justin Vivian Bond, Jamie Clayton, Úrsula Corberó, Tracee Ellis Ross, Anthea Hamilton, HyunA, Susanna Moore, Nabhaan Rizwan and Liu Wen.

Championing inclusivity, the campaign presents the AMAZONAS of today as individuals of different cultures and identities, capturing the spirit of our moment. Teller’s portraiture —raw, unapologetic, playful— highlights the singularity of each character, drawing a kaleidoscope of humanity that turns LOEWE’s prismatic identity into a pulsating reality.

The Amazona was launched in 1975, a moment when women were beginning to gain more equality and independence in the workplace. Inspired by the spirit of the time, the bag’s hand-held style was designed to hold everything needed over the course of a day. Coinciding with LOEWE’s 175th anniversary, the Amazona has been reimagined and presented as part of the Fall Winter 2021 runway collection.

Three new shapes feature in the campaign: the Amazona 19 Square, the Amazona 28 and the upcoming Amazona 23 for Spring Summer 2022. Each is available in nappa calfskin and the house’s signature Anagram jacquard, with a fully-functional padlock sealing the style.

Hail the new AMAZONAS

Images by LOEWE via SSI Group, Inc.

Award-winning film, television and theatre actress Gillian Anderson first achieved international recognition for her iconic portrayal of Dana Scully on American television series The X-Files. She has recently played Margaret Thatcher in The Crown and her performance earned her a SAG Award, a Critic’s Choice Award, a Golden Globe Award and an Emmy. She is currently appearing in the third series of Sex Education. Anderson will next be seen in The Great’s second season (playing Catherine The Great’s mother) as well as Eleanor Roosevelt in the upcoming The First Lady.

Images by LOEWE via SSI Group, Inc.

Venezuelan musician, singer, composer, record producer and DJ Arca is known for taking anexperimental approach to electronic music, collaborations with artists including  Björk, Kelela and Frank Ocean, and four studio albums — Xen (2014), Mutant (2015), Arca (2017) and Kick I (2020).

Images by LOEWE via SSI Group, Inc.

American award-winning singer, writer, painter and performance artist Justin Vivian Bond is known for influential punk cabaret act Kiki & Herb, appearances on both stage and screen, and her ongoing activism in favor of trans visibility. Bond is currently performing Only an Octave Apart at St. Anns Warehouse in New York.

Images by LOEWE via SSI Group, Inc.

American actress and model Jamie Clayton is known for her leading role in the Netflix television series Sense8 and appearances in films including Neon Demon (2016) and The Snowman (2017). Her latest roles include TV series The L World: Generation Q and Zack Snyder’s upcoming animated series Twilight of the Gods (2022).

Images by LOEWE via SSI Group, Inc.

Spanish actress, Úrsula  Corberó,  became internationally popular for television  series La Casa de Papel (2017-2021). She also starred in films including Tree of Blood (2018) and Snake Eyes: G.I. Joe Origins (2021) and TV shows as Física o Química and Isabel.

Images by LOEWE via SSI Group, Inc.

Pattern CEO and Award-winning American actor, producer and director Tracee Ellis Ross is known for her leading roles in the television series Girlfriends and Black-ish, as well as for being a vocal advocate for self-acceptance, inclusivity and equity.

Images by LOEWE via SSI Group, Inc.

Turner-prize nominated British artist Anthea Hamilton, is known for her surreal sculptures and staged installations that draw on the worlds of art, design, fashion and cinema. In 2018 she created her landmark performance installation ‘The Squash’ at Tate Britain, for which she collaborated with Loewe on the design of the performers’ custom-made costumes.

Images by LOEWE via SSI Group, Inc.

South Korean singer HyunA is known for her energetic live performances, engagement with fans, and vibrant sense of style. HyunA and DAWN’s new EP album [1+1=1] which includes their title track ‘PING PONG’, was released on September 9th.

Images by LOEWE via SSI Group, Inc.

Critically-acclaimed American author and teacher Susanna Moore is known for her latest book, a memoir entitled Miss Aluminum and novels One Last Look, In the Cut and My Old Sweetheart which earned her a PEN Hemingway nomination and the Prize for First Fiction from the American Academy of Arts and Letters.

Images by LOEWE via SSI Group, Inc.

British actor Nabhaan Rizwan is known for his lead role in BBC thriller Informer, as well as acclaimed television and film productions including Industry, Riz Ahmed’s Mogul Mowgli and his latest release The Last Letter from Your Lover.

Images by LOEWE via SSI Group, Inc.

Pioneering Chinese model Liu Wen is known for gracing the covers of the world’s leading fashion titles, ad campaigns and for being a fixture on the runways in New York, Paris and Milan since 2005.

The shoot locations are: London, UK; Seoul, Korea; New York, Los Angeles and Altadena California, USA; Barcelona and Madrid, Spain; Shanghai, China; France.

In the Philippines, Loewe is exclusively distributed by Stores Specialists, Inc., and is located at Shangri-La Plaza Mall East Wing. Visit www.ssilife.com.ph or follow @ssilifeph on Instagram for more information.