Low-key luxury Loewe creates a touch of leather legend

Loewe’s Napa lambskin stands out for its exceptional softness, plumpness, and lustrous finish. This high-quality leather is not only comfortable to the touch but also exudes a sense of luxury that immediately impresses anyone entering the store. The brand has long been known for its craftsmanship, and this particular material is a testament to that heritage.

Tactile Verification of Luxury

For luxury brands, this is both an exciting and challenging time. While low-key branding used to be a common strategy, it's no longer enough in today's competitive market. Loewe, once a relatively quiet name, has now 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,” marking a bold step forward.

Founded in 1846, Loewe has always been rooted in Spanish craftsmanship. Over the years, the brand has evolved while staying true to its heritage. In just a short time since Lisa Montague became CEO, the brand has seen significant growth and renewed energy.

“21st Century”: Localism is a key feature in the luxury industry, often serving as a selling point. French and Italian brands emphasize their origins when promoting products globally. Does Loewe do the same?

Montague: For Spaniards, Loewe is synonymous with luxury. The brand reflects Spanish sensibilities, yet it is also a global player with stores worldwide. With creative director Stuart Vevers, we aim to present Loewe’s aristocratic Spanish style in a fresh and innovative way.

“21st Century”: Why is “tactile” such an important keyword for your leather products?

Montague: Spain is known for producing some of the world’s finest lambskin. The Cordero entrefino español, raised in the shaded highlands of the Pyrenees, is especially prized for its supple and full texture. Only the top 3%–5% of this leather is used by Loewe, ensuring the highest quality. This is why our Napa lambskin is so special—it offers a unique sensory experience that online shopping can’t replicate. We’re exploring new ways to bring this tactile element to digital consumers.

“21st Century”: Many designer brands have overshadowed the original brand identity, known as the “star designer effect.” How do you view this?

Montague: There’s nothing wrong with having influential designers. They play a crucial role in shaping a brand’s image and are naturally highlighted by the media. However, Loewe has a deep history and strong brand identity—something that cannot be easily overshadowed. Our legacy spans over 165 years, and that foundation remains at the core of everything we do.

“21st Century”: The word “luxury” is now overused. How do you maintain a genuine sense of exclusivity and heritage?

Montague: Loewe offers a range of products—from accessible entry-level items to high-end, made-to-order collections. These custom pieces are presented annually, focusing on the brand’s expertise as a “Leather Master.” Each item is crafted with precision, using professional measurements and handcrafted by skilled artisans in Madrid. One of our most exclusive items is a crocodile leather suitcase sold in our flagship store in Madrid, priced at around 50,000 euros. It’s a symbol of what makes Loewe truly timeless.