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Men’s bags are a rising star for Loewe, which recorded a testosterone-charged 40 percent growth rate for the category in 2011. But the Madrid-based brand’s superstar is the Amazona, an elegant 24-hour bag that has emerged as an iconic piece for fashion connoisseurs — a sort of Birkin for men.
This story first appeared in the June 18, 2012 issue of WWD. Subscribe Today.
Founded in 1846, Loewe has maintained a discreet profile even since 1996, when it was acquired by LVMH Moët Hennessy Louis Vuitton. But Spanish craftsmanship and French image are a potent combination, and with creative director Stuart Vevers in the driver’s seat, Loewe is clearly poised for expansion. Nor does it hurt that in February LVMH chief executive Bernard Arnault singled it out as one of the group’s highest-performing smaller brands.