IS THE LOEWE FRENZY HERE TO STAY?

As I hunted for the perfect winter wool scarf, I found myself (perhaps unsurprisingly) on the Loewe website, scrolling for over an hour, mesmerised. Something about the brand pulls you in.

But why? Why does Loewe feel like the first (and only) stop on a fashion-lover’s journey right now?

That thought led me to reflect: What is the secret to Loewe's allure? And is it built to last?

Founded in Madrid nearly 180 years ago and acquired by LVMH in 1996, Loewe has long had artisanal roots. But its true reinvention began with Jonathan Anderson’s creative direction in 2013. Under his leadership, Loewe became, as The New Yorker recently put it, “a darling among critics and a commercial dynamo.”

Yet it wasn’t until 2022–2023 that Loewe fully broke into global frenzy.

The SS23 Anthurium collection show, with its surreal sculptural dresses, balloon heels, and pixelated pieces, was a viral fashion moment. Playful, audacious, and instantly shareable. It was runway theatre that translated into commercial magnetism. Internet gold!

Right around this period, Loewe also offered a refreshing twist on the quiet luxury trend: artful understatement with a playful edge. It fit perfectly into what the audience was craving.

Paired with standout accessories like the Puzzle bag, vast investments from LVMH, and a strong cultural presence in Arts, Loewe didn’t just capture a trend, it created a world. And suddenly, that world became one everyone wanted to be part of.

Now, is this cinematic, eccentric and playful world made to endure the test of time, move from cult to cornerstone?

Jonathan Anderson, photo from Mega Asia.

The departure of Anderson this June, as he takes the reins at Dior, has left the fashion world questioning. His vision is deeply embedded in Loewe’s identity, and the brand’s distinctiveness now faces a real test.

The new creative duo, Jack McCollough and Lazaro Hernandez of Proenza Schouler, are undoubtedly talented. It is yet to be seen whether they can deliver the same level of quirk, wit, and cult appeal. We have mixed feelings about it!

Unlike houses with deep heritage storytelling like Hermès or Chanel, Loewe still lacks that iconic archive. Its growth so far has been fashion-forward and culturally driven, but long-term loyalty will require a sharper product focus, community-building, and deeper storytelling. Unlike the recent pop-up at Fouquet’s NYC, for example, felt flat and disappointing. It looked more like brand presence than brand meaning.

Continue to surprise the community of Loewe lovers without losing relevance is what needs to be a true focus in the long run. We would love to see a Loewe archives exhibition at some point, full of quirk, surprises and a deep immersion into this unique world. This could anchor the powerful legacy the brand has built over the centuries.

So, is the Loewe frenzy here to stay?

Final word: YES, if the brand continues to balance creative extravaganza with commercial consistency, and doesn’t lose its soul in the process. It is the commercial staples that sell and the extravagant creativity that create memories.

The Fashion House does have the potential to move younger generations like no other. It already does. We can’t wait for what the next Loewe chapter unveils!

Check out the LVMH brand page here for a beautiful recollection of Loewe's brand identity.