A Timeless Bag Passed Down Through Generations

Meaning 'gold' in Spanish, 'Oro' was launched in the late 1970s to early 1980s, coinciding with Madrid's modernization and its 'Golden Age' of culture and art.

For this renewal, LOEWE has selected 12 young individuals who are active in today's cultural scene, each with parents or relatives who were pioneers of art, culture, and music during Spain's 'Oro' era. Photographed in their real lives and against the beautiful backdrop of Madrid, these ambassadors—painters, actors, artists, and musicians living in or hailing from Madrid—showcase their personal style.





Inspired by the creative brilliance of these young talents, the 'Oro' collection, presented as the Spring/Summer 2012 bag collection, features LOEWE's signature bestsellers, the 'Amazona' and 'Alta.' With handles and straps in vibrant neon hues, the bags gain a modern radiance while retaining the unique retro charm and chic atmosphere of the original 'Oro.' Additionally, two archival models from the original 'Oro' era have been specially revived for this collection as 'Lars' and 'Luna,' alongside a small pouch.

The renewed 'Oro' collection, inspired by the spirit of a generation that led the times, has been passed down through decades from its first iteration to the new generation. While embracing modernity, its enduring essence ensures it will be cherished and passed down to future generations.



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