LOEWE's 40,000 yuan new bag mocked online for looking "like an unzipped bag"! Netizens: No design aesthetic? Official: This is the lazy aesthetic!

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Text | “Guìquān” Column Zhang Ao

Recently, LOEWE’s 2026 Autumn/Winter Amazona 180 handbag was officially launched, with the small size priced at 33,900 yuan and the large size at 40,500 yuan. However, on social media, the design of this handbag sparked widespread criticism, with many pointing out its “ugly shape” and “lack of aesthetic design.”

According to the official website, the Amazona 180 reinterprets LOEWE’s legendary handbag, presenting a casual silhouette with a single top handle. The bag features an open design, with the main compartment secured by a hidden clasp. It comes with a detachable shoulder strap and crossbody strap, creating a practical style, and is made in Spain.

As reported by the “Guìquān” column, the small Amazona 180 handbag is priced at 33,900 yuan, and the large one at 40,500 yuan.

This time, consumers are not upset about the price but rather about its “expensive and ugly” appearance.

Some domestic consumers expressed: “I really can’t stand LOEWE’s new bags anymore. They feel like they’re being drained, or like the greasy feeling after using the bathroom without zipping up, or the forced looseness from overdoing it.”

Others questioned, “Is this the year of bags that can’t be zipped?” “It seems like I haven’t seen it zipped up before; it just feels like wasting money.” “Can LOEWE’s new designer really do it? It gives off a vibe of ugly, rustic effort to look fashionable.”

Regarding why this style is “unzip-able,” LOEWE customer service explained to “Guìquān” that “this bag can be fully closed and zipped; the open look in the model photos is to create a lazy, casual effect.”

More importantly, the new LOEWE logo used on the Amazona 180 has also been criticized by consumers as resembling a “bug.”

It is known that LOEWE’s original logo consisted of four mirror-symmetrical, ornate “L” letters. Recently, the new logo appearing on LOEWE’s latest series breaks this tradition: it retains only the upper half of the original logo, essentially horizontally splitting the four "L"s and only keeping the top two, which has been mocked as “looking like it was cut in half.”

Based on some consumer feedback, acceptance of this new logo is not high.

One consumer said, “LOEWE is just trying to sell consumers a ‘little scheme’ with this new logo, because ‘wearing the old logo clearly shows it’s not a new model.’” “As a pattern, their logo has always been my favorite, but now…,” “Will this logo be reduced to just a quarter in a few years?”

Another consumer aptly described: “The old logo gave a sense of business elites elegantly having afternoon tea; now it looks like two bugs facing each other, about to hug in the next second.”

In fact, LVMH, the parent company of LOEWE, is also facing increasing difficulties.

The full-year financial report for 2025 shows that in the fourth quarter, the group’s revenue decreased by 5% year-over-year to 22.7 billion euros, with organic revenue up 1%, roughly flat compared to Q3. The total annual revenue was 80.807 billion euros, down 5% from 84.683 billion euros in 2024, with organic income down 1%. Recurring operating profit fell 9% to 17.8 billion euros, and net profit share declined 13% to 10.9 billion euros.

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Editor: Song Yafang