By jim

April 29, 2010

Under the direction of its creative director Stuart Vevers (of Mulberry fame), Spanish label Loewe (parent company: LVMH) is making a big push in the U.S.–and, in particular, New York. After an initial launch at Bergdorf’s last November, this spring the brand will be carried at Jeffrey and Hirshleifer’s as well. What’s more, Loewe is touting its Amazona bag, which is celebrating its 35th anniversary this year. Twenty models of the bag will be sold exclusively at Bergdorf’s, some lined in fabric ($1,800), others in leather ($1,950). “The silhouette is very classic,” said Vevers Wednesday night at a dinner he hosted in Manhattan. “I wanted to go back to the essence of what makes this brand special.”

For the anniversary, Vevers tapped artist and photographer Nigel Shafran to shoot the Amazona in six locations around Madrid; the resulting photos will be used for Loewe window and store visuals. One look at the bag and it’s easy to see why it’s become a beloved holdall. It takes 10 to 12 hours to make each one, first off, and the modern hardware is super chic. The Amazona, available in colors like lemon yellow and red, makes for a great day bag for the stylish working woman. The bag is in my favorite shape: one part-bowler, one-part briefcase–but all utility. The top zipper zips open both ways almost completely, ensuring the user full access and maximum use of the bag. A stylish gym bag? Why not?

Loewe