How Did Loewe Exceed Miu Miu?
Loewe is the hottest brand of the moment. But why?
You blinked, and there it was—the Lyst Index Q2 Hottest Brands ranking for 2024. If in the first quarter of 2024, the brand of the moment at the top was none other than the Italian Miu Miu, the naïve but experimental brand that has the spirit of Miuccia Prada all over it, in the Q2 it was the Spanish luxury house Loewe, known for its cool avant-garde twist, cultural relevance, and Jonathan Anderson's risky appetite for art and craft. From Miu Miu's literary club to Loewe's infamous tomato bag, both labels are known for strongly branded products, high social media fame, and an ability to connect with younger consumers.
With a 29% increase in searches for Loewe products – from basket bags to the anagram tank top – over the last three months, as reported by Lyst, the Spanish company seems to have taken things to the next level this second quarter. But how exactly?
Loewe's overtaking was nothing if not predictable. When director Luca Guadagnino had appointed Jonathan Anderson to design the costumes for his film Challengers, starring Zendaya, Josh O'Connor and Mike Faist, the buzz surrounding both labels under Anderson's direction, Loewe and his eponymous label, was already high.
After all, he would be dressing the legendary fashion girl Zendaya in a film that was highly anticipated by millennial and Gen Z audiences. Dressed, he did. From Zendaya's "Tashi" dancing in a strapless royal blue dress to her "I Told Ya" shirt, the film was full of easter eggs ready to entertain the fashionistas out there. But Anderson didn't stop there, releasing a special edition of Loewe's "I Told Ya" collection seen in Guadagnino's production.
Emphasizing the impact of the brand's involvement in the highly anticipated film, actress Zendaya was styled by longtime stylist Law Roach in some Loewe looks for premieres and press events, which generated quite a public response. As for the Rome photocall, she donned a custom look from the Spanish label that included a sparkling minidress reminiscent of a tennis uniform paired with white pumps with tennis balls on the heels.
Having already had a significant impact on social media, popular culture, and industry professionals, Loewe took another step in supporting The Costume Institute's Met Gala 2024 as a sponsor, with Anderson acting as the honorary co-chair at the event. Considered by many fashion enthusiasts to be one of the most important events of the year related to fashion, the Met Gala saw numerous celebrities donning Loewe designs that both celebrated art and craftsmanship while staying true to the theme of "The Garden of Time." Celebrities such as Josh O'Connor, Jonathan Bailey, Mike Faist, Greta Lee, Ayo Edebiri, Taylor Russell and Ariana Grande have been spotted in Loewe creations, with some, such as Russell and Grande, receiving significant online and press coverage.
With an impressive cultural relevance, the brand has continued to solidify its presence online. After @homocowboi, a netizen, commented on a tomato photo by @giannarosinaa, calling it "so Loewe," Anderson shared the tweet and his new design inspiration – a tomato clutch – on his Instagram. It quickly became a trending topic on X, other social medias, and the fashion scene in general. With projects such as a Pride capsule collection, the Spring/Summer 2025 menswear show and the annual Loewe Foundation Craft Prize at the Palais de Tokyo in Paris, Loewe was doing it all.
As a result of such dominance – be it in fashion, red carpets, movies, shopping and originality – Loewe ranks as the hottest brand of the moment on Lyst's Q2 2024 Index, with product searches rising strongly, such as the ON X Loewe Cloud Tilt 2.0 sneaker, which has a search increase of 308%.
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