The Bag That Broke the Mold Is Back—LOEWE’s Puzzle Turns Ten

A decade in pieces

There are few objects in fashion that have managed to elude the weight of time while retaining their sense of radicalism. The LOEWE Puzzle bag, launched under the early creative vision of Jonathan Anderson in 2015, is one such item, a sculptural enigma, cut from the softest skins but shaped with the precision of architecture. Now, in 2025, the house of LOEWE commemorates the Puzzle’s 10th anniversary with a kaleidoscopic celebration: the Puzzle 10 Collection.

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Born from the folds of origami, the Puzzle bag redefined luxury by balancing whimsy with construction and geometry with sensuality. Its cuboid silhouette, which seemed almost to collapse in on itself, signaled cerebral elegance when it debuted on LOEWE’s SS15 runway, a piece of wearable modernism that refused to be merely functional. Since then, the Puzzle has wandered from gallery spaces to street corners, from the arms of art world darlings to the shoulders of the stylishly anonymous.

The Puzzle 10 Collection leans into this legacy while casting its gaze toward the horizon. Comprising 19 re-editions, each culled from a decade’s worth of favored animations, and one singular new design, the collection is a testament to LOEWE’s enduring ability to mine the past without getting trapped in it. This is a house that remembers, but never repeats.

Each bag is a meticulous exercise in technique. There is leather marquetry so fine it could be mistaken for brushwork, embroidery that recalls the rhythms of poetry, and cross-stitch motifs that flirt with nostalgia. Some editions are even marked with literal verse, words stitched across calfskin like murmurs from a well-worn paperback. Each bag bears a commemorative metal plaque and is adorned with two signature balloon charms, tokens of the brand’s surrealist wit.

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A joyful apex

Then there is the Confetti Puzzle: a new addition, and the collection’s jubilant apex. Adorned with a mosaic of thousands of leather and metal sequins, the bag shimmers with the mischief of celebration. It is not trying to be restrained; it is simply radiant, almost defiantly so. It speaks to the bag’s evolution from accessory to icon, an item that now sits comfortably in the cultural lexicon alongside its wearers.

Yet, LOEWE’s homage is as much about the hand as it is about the heart. With the Puzzle 10 Collection comes a global itinerary of pop-ups and exhibitions. At Bergdorf Goodman in New York and Harrods in London, the bags will be housed in environments that reflect their complexity. Across the globe, at Genesis Art Gallery in Beijing and Dopeness Art Lab in Taipei, the Puzzle becomes installation, art object rather than consumer good. Meanwhile, LOEWE’s artisans will appear in selected cities like traveling performers, deconstructing and reconstructing the Puzzle before the public, revealing the sinews of a craft so often kept behind the atelier door.

Memory, made playful

There is intimacy in this approach, a belief in slowness and in presence. It’s a fitting tribute for an object that, from the beginning, asked its wearer to pause, to fold and unfold, to consider. And in this age of the algorithmic and the infinite scroll, LOEWE’s Puzzle stands almost monastically apart: a thing that doesn’t clamor for attention but insists, gently, on being seen.

To complement the physical launch, LOEWE is orchestrating a digital experience that will allow users to traverse the Puzzle’s past lives via interactive storytelling. A takeover of LOEWE’s house magazine similarly maps the evolution of each re-edition, turning the story of a bag into something bordering on memoir.

The Puzzle 10 Collection will arrive in selected LOEWE stores on the 29th of May, nestled inside bespoke boxes embossed with a gold-foil Anagram and accompanied by their own miniature jigsaw puzzle. A decade on, the Puzzle still resists easy categorization. It is still playful, still precise, still, somehow, surprising.

Courtesy LOEWE