LOEWE revisited its most influential bag with nineteen archive re-editions and a glittering newcomer.
LOEWE marked the tenth birthday of its Puzzle bag on May 29 by releasing the Puzzle 10 collection, a concise tribute of twenty designs that revisited—and gently remixed—the house’s shape-shifting icon.
Nineteen re-editions returned the most talked-about animations from the past decade, joined by a single newcomer, the Confetti bag. Together they formed a snapshot of how Jonathan Anderson’s cuboid brainchild moved from runway curiosity to modern classic.
Every piece came out of the Spanish atelier that first cut the original pattern, this time testing the limits of technique: appliqué, embroidery, cross-stitch, and the leather marquetry that has become a LOEWE calling card. Some surfaces carried painterly prints; others spelled out lines of poetry. All were finished with a metal plaque stamped “Puzzle 10” and a pair of balloon charms, a playful nod to the house’s archive.
The Confetti bag pushed the exercise further. Thousands of hand-cut leather and metal sequins shimmered across its planes, proving that the Puzzle’s origami-like panels still lent themselves to new ideas ten years on.
The story began on the Spring/Summer 2015 women’s runway—after an early men’s preview that same season—where the Puzzle’s sliced geometry suggested a bag that could fold as neatly as paper. It has since appeared in shearling, raffia, jacquard, and nano charms, spawning a full family that now defines the label’s accessories.
Each Puzzle 10 re-edition arrived in a white box bearing a gold-foil Anagram and a jigsaw puzzle echoing the bag’s architecture, a wink to collectors who value the line’s engineering as much as its look.
LOEWE’s in-house magazine devoted an issue to charting the bag’s journey, while a phone-based experience let shoppers swipe through ten years of variations and zoom in on the new drop.
In stores, the roll-out kept to a tight list: New York, Los Angeles, Chicago, and South Coast Plaza. Bergdorf Goodman received the headline treatment with five Fifth Avenue windows dressed for the occasion, each spotlighting re-editions inspired by Ken Price, Joe Brainard, and William Morris. Inside the Luxury Room, the bags sat on velvet-covered podiums under glass—proof that the Puzzle still pulled a crowd a decade after it first twisted fashion’s idea of a shoulder bag.
