For 180 years, LOEWE has built its identity through craftsmanship, reinvention, and a deep relationship with the hand. This year, as the Spanish luxury house marks the milestone, it does so through a campaign that looks at legacy through a contemporary lens and among the faces leading that conversation is Egyptian actress and brand ambassador Salma Abu Deif.

Photographed by Talia Chetrit, the anniversary campaign brings together a cast spanning fashion, film, and art, including Julia Garner, Giselle, Kara Wai, Sissy Spacek, and Kara Walker. Yet Salma Abu Deif’s presence feels especially resonant within the region, reflecting both LOEWE’s global cultural reach and its ongoing dialogue with a new generation of women shaping contemporary style.

For the campaign, the cast appears alongside some of LOEWE’s most iconic creations across decades, each representing a different chapter in the House’s history. Among them are the Flamenco clutch, first introduced in the 1980s, the now-signature Puzzle bag launched in 2015, and the newly introduced Amazona 180. Reimagined by creative directors Jack McCollough and Lazaro Hernandez for their debut collection, the new design reflects the House’s continued balance between heritage and modernity.

The campaign arrives as more than an anniversary celebration. Founded in Madrid in 1846 by a collective of artisans, LOEWE has become one of luxury’s most enduring names by continuously evolving while staying rooted in leather excellence and craftsmanship. Through Salma Abu Deif and the wider cast, the campaign places that history into the present, showing that legacy remains most powerful when carried forward rather than preserved unchanged.

Alongside the campaign, LOEWE introduces a capsule collection spanning ready-to-wear, bags, and leather goods, featuring playful lion motifs, a reference to the House’s name, meaning lion in German. An animated film narrated by Antonio Banderas and a special publication, 180 Years of Craft, further explore the House’s archive and defining moments.

But at the centre of the campaign is a simple idea: celebrating 180 years not as nostalgia, but as evolution. And through Salma Abu Deif’s presence, LOEWE’s story feels connected not only to its past, but to the women shaping its future.