LOEWE's Amazona 180 handbag from its 2026 autumn/winter collection has been officially released, with the small version priced at 33,900 yuan and the large version at 40,500 yuan. However, the bag's design has sparked widespread criticism on social media, with many users calling it "ugly" and "lacking aesthetic sense."
According to the official website, the Amazona 180 reinterprets LOEWE's iconic handbag, featuring a relaxed silhouette and a single top handle. The bag utilizes an open design, with the main compartment secured by a hidden clasp. It comes with detachable shoulder and crossbody straps for a practical style and is manufactured in Spain.
This time, the issue for consumers is not the high price but the combination of being "expensive and unattractive." One domestic consumer commented, "I really can't stand LOEWE's new bag. It looks hollowed out, or gives off an unzipped, greasy feeling after using the restroom—an overly forced attempt at a relaxed vibe." Others questioned, "Is the trend this year bags that won't close?" and "It feels like I've never seen its zipper closed; it seems wasteful." Some even doubted the new designer's competence, suggesting the design "tries too hard to be fashionable but ends up looking tacky."
When questioned about the "unzipped" style, LOEWE's customer service explained to the media that "this bag can be fully closed; the zipper can be completely fastened. The open look in the model photos is intended to create a casual, effortless effect."
Furthermore, the new LOEWE logo used on the Amazona 180 product has also drawn consumer criticism, with some comparing it to "insects." LOEWE's original logo consisted of four mirror-symmetrical, ornate letter "L"s. The new identifier recently appearing on LOEWE's new product series breaks from public perception, retaining only the upper half of the original logo—essentially taking the top two L shapes from the complete four-L pattern. This has led to jokes that it looks "like it was cut in half."
Consumer feedback indicates low acceptance of the new logo. One consumer remarked, "This is just LOEWE's little scheme to get people to buy the new items, because 'carrying the old logo shows it's not the latest version.'" Another added, "Their logo was one of the most beautiful designs I thought existed, but now..." while a third speculated, "In a few years, will only a quarter of the logo remain?" Another aptly described the change: "The old logo had a feeling of a business elite elegantly having afternoon tea; the new one looks like two insects on a blind date about to hug each other."
In reality, LVMH, the parent company of LOEWE, is also facing increasing challenges. Full-year 2025 financial reports show that fourth-quarter group revenue fell 5% year-over-year to 22.7 billion euros, with organic revenue growth of 1%, essentially flat compared to the third quarter. Annual total revenue was 808.07 billion euros, down 5% from 846.83 billion euros in 2024, with a 1% decline in organic revenue. Recurring operating profit dropped 9% to 17.8 billion euros, and the net profit share decreased 13% to 10.9 billion euros.
Comments