Loewe is back as world's hottest label, On grows fast - Lyst Index

24 Jul 2024

LVMH’s results may not have set the world alight in the latest quarter but there was one piece of good news on Wednesday for April to June — the latest Lyst Index showed its Loewe label overtaking Miu Miu and Prada to reclaim the title of hottest brand in the world, a position last held a year ago.

Loewe had a lot going on in the quarter — sponsoring the Met Gala, launching a Paula’s Ibiza collection, showing its SS25 menswear in Paris, dropping a Pride capsule, and dressing Zendaya, Ayo Edebiri and Jonathan Bailey.

The Zendaya link was particularly important. The release of the Challengers movie, with costumes designed by Jonathan Anderson and select items available to shop through Loewe, “aligned the brand with a high-profile cultural moment. These activations fuel desire for the product; demand for basket bags and the anagram tank top helped drive a 29% increase in searches over the last three months,” we’re told.

The rest of the top 10 comprised the aforementioned Miu Miu and Prada, then Saint Laurent, Bottega Veneta, Versace, Balenciaga, Jacquemus, Moncler and Gucci.

From numbers 11 to 20, we had Valentino, SKIMS, Burberry, New Balance, Louis Vuitton, The Row, Alaïa, JW Anderson, Dolce & Gabbana and Coach.

Of all these, Saint Laurent, Versace, Balenciaga, Jacquemus, Gucci, SKIMS, New Balance, Alaïa, and JW Anderson all rose one or two spots and Jonathan Anderson in particular must he happy given his top spot for Loewe and his own label moving from number 20 last quarter to number 18 this time.

Also worth noting is that Coach was back in the top 20 for the first time since Q4 2022.