LOEWE Postal Bag Advertising Film
Design inspiration
The Postal handbag is inspired by vintage postcards , and its name and design are full of romantic and literary atmosphere. Postcards with city landscapes are a freeze-frame of beautiful memories of a journey, carrying people's most profound memories of a city. This Postal handbag is themed after Madrid, the birthplace of LOEWE , and uses the red and yellow colors of the Spanish flag as the main tones. The main pattern on the front is the landmark building "Edificio Metrópolis" in Madrid , which is only 200 meters away from LOEWE's headquarters at 8 Gran Via.
Madrid Metropolitan Building
LOEWE flagship store on Grand Avenue, opened in 1939
· Rigid frame structure ·
Postal is the first handbag with a hard frame designed by creative director Jonathan Anderson for the brand . It adopts the shape of antique handbags from the 1950s and 1960s, like two postcards standing upright, with an isosceles triangle structure on the side and the leather in the middle naturally folded into a fan-shaped outline.
LOEWE Vintage Handbag
The leather panels on both sides are made of patchwork and pleated structures, and the front and back of the bag can be opened to be parallel, ensuring a wide storage space inside.
The top is a magnetic frame . You only need to pull the two handles to open the bag and it will make a crisp "click" sound when closed.
· Marquetry leather inlay technology ·
The Madrid cityscape is presented in a Pop Art style painted illustration. The bold colors and full-page design make the bag look like a vintage postcard. The leather marquetry makes every corner of the city particularly exquisite.
LOEWE has been using leather inlay technology to make handbags since the spring and summer of 2016. First, the leather of different colors and textures is cut into the required pattern fragments by laser , and then the craftsman assembles them. The whole process is like assembling a puzzle. It is also necessary to ensure that the thickness of each piece of leather is the same, so that the inlaid pattern is flat and fits.
(Swipe left and right to view more pictures)
This street view of Madrid is set against the backdrop of sunset clouds, with clouds of different shades inlaid. Different shades of beige, camel, brown, tan and black create the light and shadow effects of the buildings. The red MADRID font is embedded with yellow strips to create a retro advertising font effect.
Anagram logo
The back of the bag is a minimalist solid color design, which contrasts with the pattern on the front. One bag has two attributes, which can also provide more choices when matching. The brand Anagram logo is embossed in the upper right corner , like a postmark on a postcard, completing the definition of Postal.
Postmarks from different cities. The picture on the right shows the postmark from Madrid during World War II.
LOEWE's iconic Anagram pattern was designed by Spanish artist Vicente Vela in 1970. It consists of four cursive L letters arranged in a square mirror pattern. The pattern has been updated many times over the past 40 years. The current pattern was created in 2014 by current creative director Jonathan Anderson and French design company M/M Paris. The font is thinner and simpler.
The evolution of the anagram logo
· How do I carry this bag? ·
The main body of the bag is in the shape of a handbag, with two handles extending upward from the front and back of the bag into an arched shape, presenting a vertical structure like a building. The edge of the bag is trimmed with black leather , and the handles are outlined with black oil edges, giving the bag a stronger three-dimensional feel. In addition, it is equipped with a detachable and adjustable shoulder strap (129-137cm), which can be switched to crossbody mode to free your hands. The connection buckles are set on both sides of the top of the bag, and the metal parts are all bright silver, with LOEWE and Anagram logos engraved on the details.
What can this bag hold?
This Postal handbag is only 17×13.5×8.5cm in size , and is very mini in the hand, but its bottom edge is not narrow, and it can still hold some thick items, which is more practical than ordinary hard-framed bags. We put an iPhone X, a notebook, a card holder, perfume, lip gloss and Airpods in the bag, and the magnetic frame on the top is also convenient for taking items.
LOEWE Postal Madrid
- Designer Jonathan Anderson
- Size 17cm wide 13.5cm high 8.5cm bottom
- Handle 10cm high
- Shoulder strap 129-137cm
- Weight: 496g
LOEWE Dust Fairy Puzzle Handbag
