Since its launch in 2015, the Puzzle bag has steadily become one of Loewe’s most recognisable classics. This year will be the 10th year since the inception of the handbag, and the Spanish luxury fashion house has launched a line of 19 reissued bags from the past decade, as well as an all-new commemorative anniversary design. At the same time, Loewe also launched pop-up experiential spaces for Puzzle 10 in New York, London and Beijing.
Between 29 May and 1 June, you can visit the time-limited Loewe Puzzle 10 space at the Tadao Ando-designed Genesis Art Gallery in Beijing. The space will feature immersive installations that allow visitors to experience the design language and leather craftsmanship behind the Puzzle bag in a visceral and experiential way. A limited number of copies of the 7th issue of the Loewe magazine will be available, featuring a piece by author Mahoro Seward that explores the Puzzle’s decade-long legacy as a cultural and art icon.
2025 not only marks the 10th anniversary of the design but also the departure of the creative director who created the handbag, Jonathan Anderson. For the Spanish house, it’s both a celebration of the milestone and a tribute to Anderson’s long tenure at the helm.
The 19 archival Loewe Puzzle designs take inspiration from artists and locations, showing Anderson’s whimsical and playful aesthetic. Meanwhile, Loewe has recently been using its magazine for brand-building, bringing together elements of art, culture and lifestyle to create a consistent image. With the hotly anticipated debut from its new creative directors still to come, it is important for the brand to reinforce its unchanged brand identity to audiences.