Move over Miuccia Prada—there’s a new sheriff in town. Loewe, the Spanish fashion house led by the ever-inventive Jonathan Anderson, has snatched the crown from Miu Miu to become the hottest brand of 2024, according to Lyst’s latest quarterly ranking. This meteoric rise from #3 to #1 in just a few months is no small feat and deserves a closer look.
"Jonathan Anderson is the buzziest designer around following his feathered SS25 runway and dressing the likes of Ariana Grande, Taylor Russell, and Omar Apollo at the Met Gala."
-Hypebeast, 2024
Loewe isn’t a stranger to the top spot; it last ruled the charts in Q2 of 2023. The brand’s leap to #1 this quarter is a testament to its dynamic strategy and ability to capture the zeitgeist. The period from April to June 2024 was particularly eventful for Loewe, and they made sure to make every moment count.
Met Gala Magic
Sponsoring the 2024 Met Gala was a masterstroke. Loewe dressed many internet darlings, including Ayo Edebiri, Greta Lee, Ariana Grande, Taylor Russell, and Jonathan Bailey. Their colorful, playful outfits perfectly matched the gala’s theme, causing a social media frenzy. The viral ‘Loewe Bus’ selfie only fueled the fire, ensuring the brand stayed top of mind.
Viral Hits and Must-Have Pieces
Loewe’s knack for creating viral moments is unparalleled. Take the tomato bag, a quirky piece that took the internet by storm. Then there was the Spring 2025 menswear collection in Paris, a showcase of Anderson’s creative brilliance. But the real game-changer? The film "Challengers," starring Zendaya, Mike Faist, and Josh O'Connor, features costumes designed by Anderson. The "I Told Ya" tee from the movie became an instant hit, driving a 29% spike in searches for Loewe. And let’s not forget the On x Loewe Cloudtilt 2.0 sneakers, which topped the hottest product list for Q2.
Star Power and Smart Collaborations
Loewe’s ability to pick the right faces for their campaigns is almost magical. Daniel Craig swapped his James Bond tuxedo for Loewe’s wild knits, making high fashion feel accessible and fun. This strategy has particularly resonated with Gen Z, who appreciate the brand’s inclusivity and playful spirit.
A Decade of Jonathan Anderson
2024 marks ten years since Jonathan Anderson took the reins at Loewe, and his influence is unmistakable. Anderson’s fluid approach to fashion, where each season can focus on different themes like materiality or digital culture, has kept the brand fresh and relevant. This adaptability has allowed Loewe to attract a diverse range of ambassadors and maintain a strong presence across various platforms.
Cross-Cultural Impact
Loewe’s collaboration with On Running tapped into the running boom, highlighting the functional and community aspects of running culture. The Cloudtilt sneakers’ success is a testament to this, with searches for On Running spiking by 308% after the collaboration. The brand’s involvement in "Challengers" also reignited a love for slogan tees, proving Loewe’s ability to influence trends beyond the runway.
The Shifting Fashion Landscape
Loewe’s rise has shaken up the fashion world. Miu Miu and Prada now sit in second and third place, while Saint Laurent, Gucci, Balenciaga, Versace, and Jacquemus have all climbed the ranks. Meanwhile, Bottega Veneta and Moncler have slipped, and Valentino has dropped out of the top 10 altogether. Skims, buoyed by celebrity collaborations, and Coach, with its popular Tabby bag, are also making waves.
Looking Ahead
Loewe’s transformation from a heritage leather goods house to a viral luxury brand beloved by younger generations is complete. While it continues to honor its craftsmanship roots, broader concepts, and artistic expressions now take center stage. Jonathan Anderson’s whimsical and inclusive vision has made Loewe indisputably sexy and relevant.
As we move forward, Loewe’s ability to create captivating moments and strategic collaborations ensures it will remain a dominant force in the fashion industry. So, here’s to Loewe—2024’s hottest brand and a masterclass in modern luxury.
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