LOEWE Launches The Puzzle 10 Collection Celebrating A Decade Of The Puzzle Bag
To mark the anniversary of our most symbolic creation, the Puzzle bag, LOEWE will release 19 re-editions of favourite animations from the past decade, and one celebratory new design, as the Puzzle 10 collection.
The limited-edition collection is underpinned by the originality of LOEWE’s Spanish atelier, combined with our trademark playfulness. Showcasing many different techniques, appliqué, embroidery, cross-stitch, as well as LOEWE’s signature leather marquetry – some feature inspired painterly motifs, or are adorned with words of poetry – each of the bags is finished with a commemorative metal plaque, and features two LOEWE balloon charms.
As well as 19 re-editions, the Puzzle 10 Collection also sees a new design to commemorate a decade of the bag being an icon in art and culture. The Confetti bag, adorned with thousands of tiny leather and metal sequins, is a joyful celebration that, like all the bags, is defined by its novel cuboid construction. Inspired by the art of origami, the handcrafted Puzzle bag looks as if it could be folded like paper, and was a singular creation that became a figurehead of the house. Making its debut on the Spring Summer 2015 women’s runway (an iteration had appeared in the men’s collection earlier that season), it has been reimagined in a myriad of materials and configurations and inspired a family of Puzzle bags and accessories.
The Puzzle 10 re-editions arrive in a bespoke box finished with a gold foil Anagram, containing a special-edition jigsaw puzzle inspired by the bag. The collection will be showcased in pop-up spaces around the world, including Bergdorf Goodman in New York and Harrods in London. Two exhibitions will be staged at Genesis Art Gallery, Beijing, and Dopeness Art Lab, Taipei, and LOEWE artisans will travel to selected cities, demonstrating the precise construction techniques involved in creating Puzzle bags.
To mark the occasion, a celebratory LOEWE magazine takeover traces the evolution of the Puzzle and the stories of each Puzzle 10 re-edition. Additionally, a playful digital experience will allow users to explore the Puzzle’s history and discover the collection through engaging, interactive features directly on their phones.
The LOEWE Puzzle 10 collection will be available in selected stores from 29 May 2025.
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LOEWE PUZZLE 10 COLLECTION
Puzzle 10 FW15 Runway Re-edition
The Puzzle bag made its debut in the Spring-Summer 2015 men’s collection. Initially without a handle, its complex pattern and familiar structure were fully realized for the women’s collection and later shown in the FW15 runway show at UNESCO House in Paris.
Arranged as a colour spectrum in shades of pink – from bold fuchsia to pale coral and salmon, and formed in the softest, smoothest camaieu suede, the Puzzle’s geometric sections reflect a fresh approach to form, materiality, and construction. A black suede base and black trimmings emphasise the gradations of colour and uncompromising visual complexity of the bag’s structure. Symbolically, the bag reflects the varied facets of modern life at a time when the house was defining the LOEWE woman.
Puzzle 10 Anime Re-edition
A visit to Japan informed the Spring Summer 2016 men’s collection, bringing the hyper-reality of the 21st-century city to this early edition of the Puzzle bag. The design channels the imaginary world of a Japanese animated action hero, transposing it into a fantastical universe defined by a youthful spirit and a playful sense of escapism.
The manga-inspired super robot is the main character on a design that incorporates graphic, space-travel inspired motifs, from planets and galaxy patches to a recurring hand-painted ‘airbrush’ rocket, conveying a stark futurism. That mood is heightened further by a metallic panel of leather with an embossed Anagram – each panel of the bag plays with a different texture; smooth calfskin, textured calfskin, suede, and laminated leather.
Puzzle 10 Multicolour Re-edition
By 2017, the Puzzle had become known for its bold and geometric structure. The Spring Summer 2017 women’s pre-collection saw the bag feature a patchwork of brightly coloured panels as part of its design. Primary shades of red, yellow, and blue, paired with bright orange and vibrant purple, contrasted against each other, with the black leather base and trimmings providing a nod to saturated Pop-Art-esque colour blocking. This version of the Puzzle bag encapsulated a period of experimentation with ideas of colour, reflecting the brightness and vibrancy of LOEWE’s home country of Spain and building the house’s image as an optimistic and playful luxury house.
Puzzle 10 Cloud Re-edition
The Cloud Puzzle bag featured as part of the Spring Summer 2017 women’s collection, which featured unexpected and realistic prints. The bag, in classic calf, uses an all-encompassing floating cloud print that flows across the seam of each geometric panel and plays with a surreal notion of lightness. That year's campaign images shot by Steven Meisel continued the theme of surrealism, with a still life composition of random objects set against a painted backdrop of soft clouds in perfect blue skies. This eclectic surrealist composition, which features a white rabbit and red pepper grinder amongst other objects, continues LOEWE’s experimentation with the 20th-century movement where the familiar is manipulated and exaggerated, forcing the viewer to consider the nature of their own reality.
Puzzle 10 Paula’s Ibiza Parrot Re-edition
Located in the heart of Ibiza’s Old Town, Paula’s boutique was the epicentre of a small but reverberating social and stylistic revolution from 1972 until the turn of the millennium. Founded by Armin Heinemann and Stuart Rudnick, the cult boutique was renowned for its unique atmosphere and extravagant, impromptu fashion shows that personified the glamorous and hedonistic island life.
In 2016, LOEWE was invited by Heinemann and Rudnick to visit their archives. The following year the house’s first Paula’s Ibiza collection was born. The 2017 capsule collection’s Puzzle highlights the bag’s origami-like structure with a geometric patchwork of archive prints which were first drawn by Heinemann. A washed and fringed denim panel sits together with printed canvas, and a leather intarsia parrot motif brings the joyous spirit that defines the annual summer collection to life.
Puzzle 10 William Morris Re-edition
The William Morris bag sees illustrations of nature contrasted with punkish décor. Morris’ Arts & Crafts mantra – “to have nothing in your house that you do not know to be useful or believe to be beautiful,” is still relevant today as it was in the mid-19th century, and this radical and defiant spirit permeates through LOEWE, from the architectural details and furnishings in stores to the relentless advocacy for craft and the handmade. Taking inspiration from Morris, who is famous for his floral and nature-inspired prints and home furnishings, the Puzzle brings two seemingly disparate movements together through placing a painted hare and a cluster of strawberry flowers, which mimic hand-painted leather jackets, with a chunky belt with silver eyelets borrowed from a biker jacket, and ‘shoulder flap’, replete with stud. This hybridisation speaks to the progressive values of both movements, and is at once rebellious while remaining classic.
Puzzle 10 Patchwork Re-edition
Tactile, handcrafted fragments collide in this large Puzzle bag that debuted as part of the Spring Summer 2018 men’s pre-collection. Like a sartorial travelogue, the Puzzle becomes a repository for a patchwork of contrasting materials that appear to have been gathered on myriad trips and journeys, with each fragment relating closely to key pieces in the ready-to-wear collection.
Central to the design is a highly textural cross-stitch panel in red, teal, and shades of brown and yellow that appears in the campaign as a fez-style hat. Alongside it, panels of striped canvas, suede, and leather sit side by side, in contrasting grains and finishes.
The bag also illustrates LOEWE’s inclination to play with words. Here, the shoulder strap becomes an extension of the bag’s intention: the word ‘WELCOME’ is emblazoned, making the statement any traveller is keen to hear.
Puzzle 10 SS18 Runway Re-edition
For the Spring Summer 2018 women’s runway show, the Puzzle bag provides a base for lavish embroideries. A velvety suede echoes the green baize of the smooth surface of a poker table and creates a vivid backdrop to the two embroidered hands of playing cards that span out across the front and top of the bag.
The winning hands feature a king and queen densely embroidered and edged with gold and a LOEWE Ace of Spades. The theme of luck continues with other totems: a pair of dice, a horseshoe, and a four-leaf clover. Black painted edges on each section of the Puzzle enhance the bag’s geometry while the tan calf leather of the handle and trim provide a contrast to the rich surface of the suede.
Puzzle 10 Varsity Re-edition
The starting point for this Puzzle bag from the Fall-Winter 2018 men’s pre-collection was the whimsical, curly-toed hi-top trainers that appeared on the women’s runway just a season earlier. Crafted in emerald suede and calfskin, the Puzzle is reimagined in a witty interpretation that models the bag on a classic sports shoe. Central to the design of the bag is the lacing of the two largest panels at the front with a thick, flat “shoelace” left undone in the bottom corner. Contrasting stitching forms a graphic pattern across the suede panels, while white topstitching and a varsity-style L patch in the corner of the bag are further references to the athletic inspiration. The bag is typical of the playful twists on familiar pieces and trompe l’œil details that were becoming part of the LOEWE lexicon at the time of this collection.
Puzzle 10 Polka Re-edition
Experimentation with form, and the subversion of silhouette is a recurrent theme on the LOEWE runway; the Fall-Winter 2018 women’s collection was contrasted with the whimsical romance of the polka dot. The Puzzle bag that accompanied this collection featured a geometric polka dot design, with each dot created using the intarsia technique to give an exceptionally refined result. These playful rounds work in stark contrast to the geometry of the Puzzle, sublimating its hallmark pattern.
The polka dot is simple and chic, the light-touch elegance of point d’esprit or midcentury haute couture. In this collection, the Polka Puzzle nods to romantic references echoed in the 19th-century novels, including Gustave Flaubert’s Madame Bovary and Emily Brönte’s Wuthering Heights, that were given to guests at the LOEWE Fall Winter 2018 runway show.
Puzzle 10 Mackintosh Re-edition
Scottish architect and artist Charles Rennie Mackintosh’s legacy includes early 20th-century buildings that blend Scottish baronial architecture with hints of Japanese design. Like many of his Arts & Crafts predecessors, he was adept at creating an immersive ‘total’ environment, working across design and architecture. His work focused on bold and emphatic vertical lines contrasted with distinctive graphic emblems, such as the rose.
The flower is the central motif in this version of the Puzzle bag, which was originally part of a Spring-Summer 2019 pre-collection. Paying homage to Mackintosh’s oeuvre, the bag features leather sections in white and tan, with thick black leather borders, mimicking the bold lines of lead used in stained-glass. This provided a technical challenge to work within the Puzzle’s existing pattern while incorporating Mackintosh’s design. As a result, each element of the leather patchwork stays within the Puzzle’s familiar trilateral panels, except the rose, which is typical of the Mackintosh fashion, is created with its own ‘puzzle’ of smaller shapes.
Puzzle 10 Cowboy Re-edition
In the year that LOEWE opened its first CASA LOEWE in America, the Puzzle followed suit with an ode to Americana for the Fall-Winter 2019 pre-collection. Layers of leather in white, black, and denim blue echo the abstract fronds and curlicues found on a Western boot, and are emphasised by contrasting stitching around each section. While cowboy culture has informed a myriad of subcultures and has evolved into the quotidian staple we know today, the Puzzle simultaneously pays homage to it, while decontextualising it by playing with scale and geometric form.
Puzzle 10 Plumeria Re-edition
Milan – LOEWE organises an exhibition and capsule collection reframing traditional craft practices. The projects explore a specific theme or technique, collaborating with artists and artisans from across the globe.
In 2019, quilts made in Hawaii by John Serrao, Cissy Serrao, and Patricia Gorelangton were exhibited, shining a light on the present-day communities that continue to preserve these skills. The quilt’s role is a vital outlet of artistic expression on the island, heralding from the early-19th century when Christian missionaries arrived from New England and introduced sewing and patchwork to the local nobility.
The Hawaiian quilt’s use of motifs and symbols, often featuring flowers or plants in two contrasting colours, was the starting point for this Puzzle bag. A repeated floral pattern of a five-petalled plumeria flower breaks free from the surface of the bag, and leather flowers in soft white, tan, and navy are cut with raw edges and then each precisely attached by hand with a leather knot – a familiar LOEWE signature.
Puzzle 10 William De Morgan Re-edition
A figure of the Arts & Crafts movement that developed across Britain, Europe, and America, 19th-century artist William De Morgan’s work often featured motifs of flora and fauna inspired by Middle Eastern art, creating an abundance of colour and intricate painting details across tiles and ceramics.
In 2019, a range of pieces for the Spring Summer 2020 pre-collection featured works by De Morgan, and this version of the Puzzle, amongst others, was adorned with a floral work from his oeuvre. Using embroidered leather to form a bold dandelion motif that decorates the front of the bag, there is an appreciation of De Morgan’s artistry and commitment to innovating craft through an application of our own lasting methods.
Puzzle 10 Tartan Re-edition
While textiles had played a key role in numerous Puzzle designs preceding the Fall-Winter 2020 women’s pre-collection, the all-encompassing use of a pliable Scottish jacquard wool tartan in this design marks a first foray into a softer direction for the cuboid silhouette.
The geometric panels are constructed by mixing check lines, fringing, and leather piping in a palette of red, yellow, navy blue, and khaki, with an accent of rusty orange. Each panel appears distinct from its neighbouring panel, giving a contrasting and eclectic feel. The jewel-like gold Anagram and sleek handle in tan leather provide a visual counterpoint to this highly tactile design. The bag illustrates LOEWE’s continual material and technical innovation, while also paying reverence to craft and the handmade.
Puzzle 10 Ken Price Re-edition
Born in Los Angeles in 1935, artist Ken Price came of age during the countercultural movements of the 1960s. Often using clay, he became known for his biomorphic sculptures coated with many layers of acrylic paint, often marbled together with a speckled effect or painted in colourful blocks. Price’s work could also be utilitarian and domestic. A series of twenty ceramic plates made for La Palme restaurant in Newport Beach in the 1980s was a key inspiration in a Spring-Summer 2021 precollection. Dedicated to the artist, it included homeware such as table mats and coasters, all using the intarsia technique.
At the time of production, the Ken Price Puzzle bag was arguably the most complex contemporary iteration of leather intarsia to date, a technique synonymous with LOEWE since the 1920s. Here, in Price’s Pop Art-inflected depiction of the urban sprawl of Los Angeles, faceless apartment blocks co-existing with low-rise villas and lines of palm and cypress trees are precisely reimagined in a mosaic of leather combined seamlessly with print. The graphic simplicity of the artist’s vibrant and cartoonish renderings segues with the emphatic geometry of the Puzzle.
Puzzle 10 Joe Brainard Re-edition
American artist Joe Brainard was closely associated with the New York School, a community of artists and poets who congregated in downtown Manhattan and whose work spanned Abstract Expressionism, action painting, improvisational theatre, and spontaneous poetry.
Throughout the 1960s, Brianard transformed objects and ephemera collected around the streets and sidewalks of his Lower East Side neighbourhood into innovative assemblages. For the Fall-Winter 2021 pre-collection, Brainard’s work appeared across ready-to-wear, accessories, and bags. One of his best-known works, the 1967 mixed media collage, Untitled (Pansies), inspired ebullient prints and jacquards. The pansy flower was a recurring feature and becomes the emblematic motif of this limited-edition Puzzle. Adorned with graphic and vibrant pansies on a white leather background, it is rendered using a mixture of the leather intarsia technique and suede for added texture.
The collection was accompanied by a Show in a Book, consisting of a 200-page hardbound volume devoted to a collection of Brainard's graphic works, gathering rarely seen artworks, comics, printed matter, and ephemera that the artist created during the 1960s and 70s.
Puzzle 10 Paula’s Ibiza Kiwi Re-edition
By 2021, the annual Paula’s Ibiza collection had developed into a full range of ready-to-wear, bags, and accessories for men and women. It also spread its reach far beyond the beach, as its idyllic, sun-soaked aesthetic became a philosophy as well as a vacation moment.
Playful motifs, often born from the original Paula’s archival prints, are central to the collection’s whimsical spirit and in 2021, tropical fruits provided an intensely colourful and graphic point of inspiration. In this Puzzle, the kiwi fruit is reduced to planes of pure colour with gradations of green, punctuated with graphic black pips.
Contrasting sections of leather are gently skived, panels are then placed on top of each other and overstitched to create a layered effect. The kiwi fruit’s shape is playfully distorted, adding to its graphic effect.
Puzzle 10 Pixel Re-edition
The Spring Summer 2023 women’s runway show included an exploration of old-school, retro gaming and digital graphics; blown-up pixels create a real-world glitch. Individual squares grouped together along the joining stitches of the Puzzle acted as visual metaphors, blurring the line between the real and the virtual. The design was made viral by A$AP Rocky and others who flocked to wear the larger-than-life pieces.
In this Puzzle, a precise print and carefully calibrated coloration of grey, blue and black “pixels” on a stark white, futuristic base, skews our perception of the bag’s geometric lines. This glitched and distorted pattern is at once familiar and alien. The bag marked a seismic shift at LOEWE, as a new form of surrealism began to permeate the collections.
Originally inspired by the Show in a Box presentations that referenced Marcel Duchamp’s La Boîte-en-valise, 1935-41, and continued from the first post-pandemic runway show for Fall-Winter 2022, morphing silhouettes and trompe l’oeil designs continued to become part of the house DNA.
Puzzle 10 Confetti
All anniversaries deserve a celebration, and for the Puzzle’s tenth birthday, the bag arrives in a surprise edition, crafted in leather and hand-embroidered with thousands of pieces of ‘confetti’.
The design recalls the Fall Winter 2023 women’s runway show, where LOEWE collaborated with the Italian artist Lara Favaretto who created Midsommar, a new site-specific confetti cube installation, then her largest to date, comprising of 21 cubes with approximately 10 tonnes of confetti, which unfolded across the room creating a shifting landscape that was slowly eroded by the bodies that navigate it.
In this Puzzle bag, paper confetti is replaced by tiny rounds and diamonds of leather and laminated leather in candy colours. Pastel blue and pink, cream, fuchsia, and electric blue, alongside silver and aqua sequins, are all meticulously applied to the Puzzle bag by hand, forming a multicoloured melange of joyful hues, further punctuated by the contrasting midnight blue leather base, handle, and trim of the bag.
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The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering. Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual, and fast fashion, beauty, footwear, home, and restaurant categories. Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years. Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers and to cater to the evolving tastes and aspirations of Filipino consumers. In response to the evolution of the retail industry, the company introduced "The Specialist," an At Home concierge service dedicated to serving its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:
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