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Loewe Kicks Prada Out of the Top Spot and Is Now the World’s Hottest Brand

Plus! Get the scoop on what else is trending for Q2

For fashion lovers, social media can tell a lot about what’s currently trending. One quick unlock of your iPhone, and you’re immersed in the fashion world, all with the click of a few buttons. The internet has a massive impact on not only how we shop but also what’s trending and for how long. And when it comes to social media, our feeds can tell a lot about what people are wearing and talking about. Instagram, TikTok, etc., also offer an overall sense of the hottest products, and if you’re looking for concrete data to support the conclusions you’ve made simply by following fashion, look no further than Lyst.

To pinpoint the world’s most-wanted products and brands, Lyst formulates a quarterly report that analyzes more than eight million items. The Lyst formula takes into account search engine data, social media call-outs, page views, sales, and more to bring you an accurate list of the what’s what and the who’s who in fashion for a three-month period.

Lyst’s Q2 2023 report just dropped; we’re here to break it all down!

Loewe Takes the Reins

In a move that should come as no surprise this quarter, Loewe jumped four places, taking the top spot away from Prada as the world’s hottest luxury brand. One of the world’s oldest luxury leathergoods Houses, Loewe has bloomed under the direction of Jonathan Anderson, and the Loewe love shows no signs of slowing down. Loewe has undergone somewhat of a renaissance, branching out from its if you know, you know appeal to become top of mind amongst luxury consumers. In the last year, the brand has climbed an incredible 13 places, taking the reins as number one. During Q2, searches for Loewe increased by 19%, with its Anagram tank top taking first place as the hottest product of the quarter.

LOEWE ANAGRAM TANK

Other notable mentions include Goyard, which Lyst notes is a brand to watch, as searches for the storied French Maison were up by 95% as limited-edition products celebrating its 170th year continue to drop. Louis Vuitton also jumped two spots this quarter, on the heels of its first Men’s collection under the new creative direction of Pharrell Williams.

Hot or Not

When it comes to specific products, in addition to the Loewe Anagram Tank, the brand’s classic Raffia Basket Bag also was a hit this quarter, l(y)sted as the fourth hottest product. When it comes to bags, surprisingly, Longchamp’s classic Le Pliage made the Lyst as well, with searches for the brand up 56% in the last three months. Other product callouts to watch were The Row’s City flip flop and Loro Piana’s logo baseball cap, both in a twist of quiet luxury fate.

Read the full report now via Lyst.

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NAD
NAD
11 months ago

I miss the earlier days of Loewe when the designs weren’t so loud, but more “IYKYK” as the author says. Now we have the logo (which I still love) lazily plastered all over their clothes and canvas bag straps with the big LOEWE letters (not a fan). It’s all a bit too much for me.

IMO, Loewe has lost a bit of that quiet, old school Spanish heritage-y appeal that drew me in in the first place as LMVH continues to push Loewe as their it-brand. I understand that business is business, and they are here to make money in the end, but I wish they would consider their history and past image a bit more as they modernize the brand for the new consumer (similar to Bottega Veneta’s reinvention over the past few years).

elle
elle
10 months ago
Reply to  NAD

I totally agree….everything gets co-opted, exploited and then it loses its under the radar cachet. Everything , everywhere, all the time .

londoncalling
londoncalling
11 months ago
Reply to  NAD

I agree 1000%. I prefer the original Loewe. Buttery leather, classic style, impeccable workmanship. I hate that Puzzle bag

charlottawill
charlottawill
11 months ago
Reply to  NAD

I purchased my first Loewe bag in Barcelona in 2018. It is a black leather crossbody with a virtually unnoticeable Anagram symbol embossed in a corner. I wanted a unique souvenir from Barcelona and have not seen this bag anywhere else. Last year I bought one of the raffia bags with the leather Loewe patch on the side. I’m not crazy about that but it is a nice summer bag. On the other hand, my last purchase was a small Flamenco in Lisbon for Christmas that has minimal branding. I hope they continue to make styles that don’t have loud branding like the bag straps.

Terri
Terri
11 months ago
Reply to  NAD

Totally agree!

pheebsc
pheebsc
11 months ago
Reply to  NAD

Agree! I’m liking their older stuff and current ones that still adhere to their brand identity (namely has no obvious “Loewe” wording, their anagram is 100x better imo). I understand, though, that with current trend of everything has to be ‘seen’ on celebs/influencers, those logo-heavy items come in-handy in terms of their marketing

#1Snob
#1Snob
11 months ago

Lmao, the puzzle bags are no longer “quiet luxury” or “old money vibes, ” anymore, it’s now on par with being the LOUDEST bag out there in the fashion world! 🤣🤣🤣 So just wear what you like people, not what’s popular ffs🤦‍♀️

Jolies
Jolies
11 months ago

Please learn the difference in meaning between “reign” and “rein.”

Anna
Anna
11 months ago
Reply to  Jolies

Yikes! That’s embarrassing!

Biogirl
Biogirl
11 months ago
Reply to  Jolies

I’m a copy editor and could help—just contact me!

SoFFia
SoFFia
11 months ago

The louisvuittonification of Loewe is ruining this brand. Such a shame!

daveloeweyou
daveloeweyou
11 months ago

I don’t know why whenever there is a Loewe article it is full of haters. All of us who love the brand for being a craft brand that works the leather like no one else, the same or better than many brands (and there I only include the untouchable Hermes). Since JWAnderson arrived, the brand has made a leap internationally and in knowledge around the world and that must be recognised, so much so that it is the first in searches in the Lyst index. Years ago and having as designers Narciso Rodríguez or Stuart Vevers (now in Coach), she was not so globally known, only in Spain, Japan and in Paris (the Avenue Montaigne store has been operating for more than 40 years). Now in the entire Anglo-Saxon market and in the Asian market including China, (they have passed in 8 years from having 5 to 39 stores in that country), otherwise it would have been so we would not have this article or this discussion. And with respect to those who talk about the magic that has been lost in the classic Loewe models and today are people who have not really known the brand for a long time, in the 80s and 90’s years when the megalogos became fashionable, Loewe had the Amazona models with a very, very large logo. And today we are in an era in which logos sell, especially in the millennial generation, which is the one that is buying. But even so, if the brand was known in depth, it is known that there are bag models with smooth leather straps and others with the logo, also that models such as the Luna, the Flamenco or the Hammock are recognised only by seeing it without having to see the logo in small in a corner of the bag. And with regard to the raffia bags that do have a very recognisable logo on leather, no one will deny me that since JWAnderson released them in 2016, they have become fashionable all over the World.

Benny&Gracie
Benny&Gracie
11 months ago
Reply to  daveloeweyou

People have different opinions. You may love what you see while others think it’s terrible. Just because you’re a Loewe fan doesn’t mean others are not allowed to criticize the brand. It’s fashion! It’s fun! Don’t take it so personally!

HotSundae
HotSundae
11 months ago

Bet this will mean a price hike soon. Maybe I’ll go ahead and get that Flamenco I’ve had my eye on…