Loewe’s first collection by creative directors Jack McCollough and Lazaro Hernandez arrived in stores last week, including at the Spanish brand’s new flagship at 384 Rue Saint-Honoré in Paris, bringing additional pops of color to the sprawling unit, the walls paved with gleaming avocado green (and sometimes silver or aubergine) ceramic tiles.
It’s also fueling business.
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“The first reactions to the colors, the elaborate leather craftsmanship and the sportswear costumes have been quite exceptional,” said Pascale Lepoivre, executive director of Loewereferring to items such as jeans, coats and feather-trimmed leather jackets, which several guests wore to the brand’s fall 2026 fashion show on Friday.
Lepoivre also highlighted “an unprecedented level of pre-orders” for the Amazona 180 bag in all sizes and fabrications.
It’s a softer, looser version of a rectangular top-handle bag first designed in 1975; its new version was named in honor of the house’s 180th anniversary in 2026.
Loewe has been present on Rue Saint-Honoré since 2020, and this is its third location on Tony Street and an upgrade to flagship status, making it Paris the only city in Europe where the brand operates two Casa emporiums: the other inaugurated last November on Avenue Montaigne.
“Rue Saint-Honoré, along with Avenue Montaigne, has become one of the most important luxury shopping destinations in Paris over the last two decades, both for local customers and tourists,” Lepoivre said in an exclusive interview. “As the business grew, we felt there was an opportunity to expand our presence on the street and create a space that could fully express the Loewe universe in that area.”
The spacious 4,400-square-foot unit spans two levels, joined by a spiral staircase that wraps around a circular glass elevator.
It echoes Loewe’s current design concept, evoking the home of an avid collector of art, design and craftsmanship. The rooms are laid out like a residence, with a variety of configurations and seating areas, although around the furniture are shoes, bags and accessories galore.
There is art everywhere, ranging from 17th-century portraits from the Dutch and Anglo-Flemish schools to contemporary works by Mary Stephenson, Jordan Belson, Ian Felice and Paul Thek.
Gerrit Thomas Rietveld’s stitched Utrecht armchairs, British textile artist John Allen’s vivid landscape rugs and Picasso ceramics are among the vestiges of the Jonathan Anderson era at Loewe. They add even more color and texture to the store.
“I think Loewe’s distinctive store concept is a real advantage, as it is exceptionally warm and welcoming, as well as commercially efficient,” Lepoivre said, noting that each location is slightly different. “While we do not plan to drastically change this concept as it continues to evolve and naturally will do so with Jack and Lazaro contributing to new projects with our in-house architects and visual marketers.”
He noted that when the American design duo joined Loewe in April 2025, the House on Rue Saint-Honoré was already well underway.
“We will see more influence from them in the next openings,” he said.
In fact, in 2026 Loewe will open its first House in the United States, on Madison Avenue in New York, and its first House in Italy, in Milan.
“The larger size and broader, deeper variety of our Houses generally means a higher proportion of ready-to-wear and shoes, as well as an enhanced customer experience with dedicated VIP areas. The Houses are also the place where we can fully express our masculine universe,” noted Lepoivre.
When asked about the difference in clientele between the two Paris Houses, located a 20-minute walk from each other, the executive said: “Avenue Montaigne tends to attract high net worth individuals, VIPs and long-term clients seeking exclusivity and high-value purchases, with a strong presence of buyers from the Middle East and the United States.”
By contrast, Saint-Honoré attracts “a slightly more trend-sensitive audience, including wealthy Millennials, and is a favorite destination for locals,” he said.
In recent years, Loewe, controlled by French luxury giant LVMH Moët Hennessy Louis Vuitton, has leapt to become a global luxury brand.
The company currently operates 16 independent flagship houses around the world, including the Barcelona and Madrid locations in its home country. Tokyo and Chengdu each have two House emporiums.
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