When taking charge of a fashion house, crafting a compelling collection is crucial—but creating a must-have bag often proves even more decisive. A decade ago, Jonathan Anderson’s early tenure at Loewe underscored this truth with the debut of the Puzzle bag, now hailed as one of the most inventive and beloved It-bags in contemporary fashion.
First appearing on Loewe’s Spring/Summer 2015 men’s runway as an underarm clutch, the Puzzle quickly evolved into its signature top-handle form during Anderson’s inaugural womenswear show later that year. The launch was monumental—not only did it mark Anderson’s first major accessories statement, but it also introduced Loewe’s first new bag design since the 1980s, drawing inspiration from archival pieces like the Origami tote, which celebrated the Japanese art of paper folding.
The Puzzle’s distinctive geometric design and quirky appeal propelled it to instant street style fame. Early adopters such as Anna Dello Russo flaunted the original gradient pink version, while Sienna Miller showcased the bag in mint green. Beyoncé’s high-profile appearance with the Puzzle at a 2016 basketball game further cemented its cult status as the ultimate It-bag.
Over the years, the Puzzle has attracted an A-list following including Julianne Moore, Céline Dion, and the late Dame Maggie Smith—who famously made headlines carrying a deep olive version for Loewe’s Spring/Summer 2024 pre-collection campaign, captured by Juergen Teller.
Beyond celebrity acclaim, the Puzzle bag has served as a versatile canvas for Anderson’s visionary creativity. To celebrate its 10th anniversary, Loewe unveiled a capsule collection revisiting some of the most iconic Puzzle editions, alongside an exclusive new design honoring the bag’s enduring legacy.
The collection highlights Anderson’s passion for art and craftsmanship, featuring references to British Arts & Crafts pioneers William Morris and William de Morgan, as well as collaborations with the estates of Joe Brainard and Ken Price, whose works have been meticulously reinterpreted through intricate leather intarsia. Other models pay tribute to Loewe’s landmark collections—like the pixelated trompe l’oeil motifs of Spring/Summer 2023—and partnerships, including the iconic Balearic boutique Paula’s Ibiza.
In London, the anniversary collection will be showcased at a dedicated Harrods pop-up, where visitors can experience the full range of re-editions and a special Confetti edition inspired by Lara Favaretto’s sequin sculptures from Loewe’s Autumn/Winter 2023 show.
Each bag in this collection stands as a testament to the meticulous craftsmanship and bold creativity that have defined Jonathan Anderson’s transformative decade at Loewe—and signals the exciting future ahead for this culture-shaping fashion house.
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