Why LOEWE Is Fashion’s Most Influential Brand
Every so often, a brand sneaks its way into the wish lists and hearts of the fashion canon. Sometimes it’s due to a specific successful design or a genius celebrity spokesperson campaign. Other times, the factors are so nuanced and intentionally subdued that they become hard to pinpoint. LOEWE, the designer brand ranked fashion’s hottest brand for the first quarter of 2025, falls into the latter category.
Founded in Spain in 1846 with a specialized focus on craftsmanship and intricate leathermaking, LOEWE is most well known for its purses but also crafts shoes, clothing, small accessories, and fragrances. In recent years, the brand has cultivated marketing campaigns and celebrity collaborations that signal a niche understanding of cult-like followings in film, television, and music. LOEWE prides itself on infusing original artisanal practices with contemporary technologies. Today, these modern interpretations can be seen in the unique looks, designs, and marketing strategies the brand uses to engage both the physical and digital markets.
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In 2024, X user @homocowboi posted that a picture of an heirloom tomato was “so LOEWE.” The post went viral and was later reposted by LOEWE’s creative director at the time, Jonathan Anderson—a move that reflected a deep understanding of the brand’s unique identity. Anderson later began hinting at the possibility of a very real, functional tomato-shaped product on social media. In April 2025, LOEWE’s Tomato Clutch became available for purchase. Those in tune with all things LOEWE and successful internet memes were both surprised and impressed with the drop.
Beyond the bag, LOEWE’s leather balloon sandals—worn by Carrie Bradshaw in And Just Like That—and their handprint clothing—made famous by Beyoncé’s Renaissance Tour bodysuit—have sparked countless dupes, a testament to the brand’s originality and desirability. What LOEWE successfully blends is its quirk with quality.
One of LOEWE’s iconic staple pieces is the Puzzle Bag. The brand features artisan techniques including appliqué, embroidery, cross-stitch, patchwork, and marquetry. The design is simple yet elevated and is praised by many customers for being incredibly durable.
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LOEWE’s commitment to utilizing the finest leathers contributes to the quality of its products. Most LOEWE leather purses are made from calfskin or lambskin, which are particularly praised for their durability and the wide variety of treatments offered. Other materials and textiles that enhance LOEWE products include raffia, felt, nylon, and canvas. Whether customers want a slouchy, textile-complex bag or a structured piece with the iconic Anagram logo, LOEWE offers something to match.
Though the Tomato Clutch is a more “on-the-nose” example of LOEWE’s commitment to staying au fait with internet fads, the brand also has a knack for subtlety. LOEWE’s Spring/Summer 2025 pre-collection campaign featured the stars of highly anticipated and widely adored entertainment projects. Ayo Edebiri, Ambika Mod, and Drew Starkey were among the stars who made an appearance. Featuring each star against a plain grey backdrop and then incorporating unique elements—such as gigantic vegetables and knight’s armour—the final collection felt both relevant and incredibly on-brand.
Much of LOEWE’s youth appeal may stem from its TikTok presence. The brand often reposts content from small creators showcasing their style, talents, and humor. It manages to balance the fine line between being chronically online and authentically engaged. The account features content that would be relatable or meme-worthy on its own and then masterfully incorporates a LOEWE product or upcoming launch.
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LOEWE makes quality products and conversation pieces. The brand also seems to have an eye for iconic entertainment moments. During Rihanna’s 2023 Super Bowl Halftime performance, the singer unzipped her jacket to reveal her pregnancy. Her all-red look gained immense virality, thrusting LOEWE’s custom pieces into the spotlight alongside the pregnancy news.
LOEWE’s collaborations with Beyoncé have also facilitated significant brand visibility. As previously mentioned, the star began showcasing custom LOEWE looks during her Renaissance World Tour, wearing the iconic “hands-on” bodysuit. LOEWE’s handprint motif kept its place in Beyoncé’s Cowboy Carter Tour wardrobe, in addition to a more expansive variety of LOEWE looks for both Beyoncé and Blue Ivy.
As LOEWE continues to expand its legacy through events such as the LOEWE Foundation Craft Prize ceremony and LOEWE Crafted World in Tokyo, the brand demonstrates a strong grasp of the artistry of quiet luxury. LOEWE is a designer brand that both the inner circle and the online sphere know well. Maybe that’s what’s truly selling: the “if you know, you know” effect.
by Morgan Bryant
