A bag that fits Madrid’s architecture, but not its soul
Loewe's latest campaign pairs its new bag with the city's tiled tapas bars.
The story
Loewe's pre-spring 2027 campaign features Madrid's architecture and daily life, with a focus on the Flamenco Flap bag and other leather goods, shot by photographer Talia Chetrit.
Source: wwd.com
Our reading
Loewe’s latest campaign is a masterclass in visual correlation, pairing its new Flamenco Flap bag with the geometry of Madrid’s tiled tapas bars. It’s like the bag was designed to match the city’s architecture, except no one asked the bag what it wanted.
The campaign claims to celebrate Madrid’s ‘dynamic everyday surroundings,’ but the real star is the bag, which somehow looks at home next to grocery stalls and subway tunnels. It’s not clear if the bag is inspired by the city or if the city is just a backdrop for the bag’s existential crisis.
By the time the campaign ends, the Flamenco Flap bag has become the most interesting thing in Madrid, even though it was probably just sitting in a studio waiting to be photographed.
