Leading luxury brand Loewe – soon to set up shop here in London – celebrates its signature Amazona Bag with an ‘explosive’ new film.
“Sensual and beautiful – but built like a tank” is how film director James Lima describes the classic and enduringly popular Amazona bag. Defined by its distinctive padlock, elegant structure and sophisticated leather finish, Loewe’s statement bag has been a style favourite for over 35 years.
Now the must-have accessory has become the subject of a sensational high-definition fashion film entitled ‘Blow Up’, directed by special effects specialist Lima and styled by Katie Grand. Appearing at first to be a classic luxury commercial, starring the beautiful Ana Beatriz Barros, ‘Blow Up’ chooses to present the Amazona’s intricate craftsmanship by spontaneously blowing it up, with key signature parts flying in elegant, slow motion towards the camera. The film’s concept, explained by Lima, was to “bring beauty to the chaos in a way that was almost sensual”, with Katie Grand adding: “We wanted to take the beauty of the Amazona’s construction in a new direction, by deconstructing it beautifully.”
Loewe, with some goods hopefully still intact, are opening their eagerly anticipated first London store at 125 Mount Street this March.