Low-key luxury Loewe creates a touch of leather legend

Loewe’s Napa lambskin is celebrated for its extraordinary softness, plump texture, and radiant shine. This elastic and luxurious material leaves a lasting impression on shoppers who walk through the store doors.

Tactile luxury at your fingertips

For high-end fashion brands, this is both an exciting and challenging time. While being low-key used to be a common trait, it no longer guarantees visibility in today’s competitive market. Loewe was once a quiet name with a rich heritage dating back to the 8th century. Today, it has embraced a more prominent presence. Recently, the brand launched its Paris Spring/Summer 2011 fashion show series in Beijing under the theme “Legend of the Leather.”

Founded in 1846, Loewe is undergoing a modern transformation while staying true to its roots. Lisa Montague, the brand’s CEO, has played a crucial role in this evolution. Just a year into her leadership, she has already made a significant impact on the brand’s direction.

“21st Century”: Local identity is a powerful feature in the luxury industry. French and Italian brands often highlight their origins when promoting globally. Does Loewe also emphasize its Spanish heritage?

Montague: For Spaniards, Loewe is synonymous with luxury. The brand reflects the refined sensibilities of Spain, but it is also a global brand with stores worldwide. We are excited to showcase Loewe’s unique Spanish aristocratic style through creative director Stuart Vevers’ fresh vision.

“21st Century”: Why is “tactile” such a key element in your leather products?

Montague: The quality of Spanish lamb skin is world-renowned. The Cordero entrefino español, raised in the shaded highlands of the Pyrenees, produces leather that is supple and full-bodied. Only the top 3% to 5% of production is reserved for Loewe. That’s why our Napa lambskin offers unparalleled softness, plumpness, and luster. This tactile experience is something you can’t replicate online, so we’re exploring new ways to bring it to customers.

“21st Century”: Many designer names overshadow the brand itself. How do you handle this “star designer effect”?

Montague: There’s nothing wrong with it. Designers play a vital role in shaping a brand’s image. They naturally attract media attention, and their names become closely linked to the brand. However, Loewe has a long history and deep brand meaning—something that cannot be easily overshadowed by a single individual.

“21st Century”: With the word “luxury” being overused, how do you maintain authenticity and exclusivity?

Montague: Our product range includes both accessible items for everyday consumers and high-end, Made-to-Order pieces. These custom creations are released annually and focus on the brand’s heritage as a leather master. Each piece is designed with precise measurements, selected materials, colors, and finishes, and crafted by skilled artisans in Madrid. Recently, a crocodile leather suitcase priced at around 50,000 euros sold in our flagship store in Madrid became our most expensive item to date.