LOEWE

1978 : Italian accessories designer Renzo Zengiaro joins the house.

The 1970s marked Loewe's expansion into the Fashion Industry where Karl Lagerfeld, Giorgio Armani, and Laura Biagiotti were behind the first women's Ready-to-wear Collections. That same year Vincente Vela created the classic Loewe monogram, recognizable to this day. The brand's first women's fragrance was launched in 1972 under the name "L" and also designed its first handkerchiefs. In 1974, the Ante-Gold Collection appeared, designed by Dario Rossi, and marking a new era. The following year the scent Loewe Loewe pour homme was launched, which quickly became the market leader. In 1976, the brand inaugurated its first store in Japan, beginning its strong expansion in Asia. Today, Loewe owns more than 35 stores in Japan. In 1979, the Napa collection appeared, designed by Renzo Zengiaro, and the old concept of an 'armed' handbag was replaced by a bag almost without structure.

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