The Loewe Anagram, comprising four cursive Ls, was designed in 1970 by Spanish painter Vicente Vela, who was inspired by the folded metal of branding irons used to mark leather.
Now, Loewe puts the logo at the heart of its new Anagram jacquard collection, with the motif appearing either on its own or as a repeated pattern across the brand’s bestselling bags. In a nutshell, it’s Loewe’s take on the au courant monogrammed canvas bag, but with the artsy, craft-centric twist associated with the Spanish brand under its current creative director Jonathan Anderson.
The standalone logo appears on the Horseshoe bag and new Anagram tote, while the repeated motif is used on the Balloon bucket bag, the elongated Hammock bag and the rectangular Cubi bag. Aside from being offered in a variety of shapes so there’s something for everyone, the Anagram jacquard also comes in two palettes: a rustic-ky ecru canvas with tan calfskin trim, or anthracite canvas paired with matte black calfskin.