Why Every Fashion Editor Is Talking About Loewe

last updated 13 August 2019

If you’ve been paying attention to street style images over the past year, chances are you’ve noticed a certain label pop up more and more. Spanish label Loewe (pronounced Lew-ay-vay) is having a major moment. The (almost) 170-year-old label has always kept a relatively low profile (compared to its competitors Céline, Gucci, Louis Vuitton, etc.), however since creative director Jonathan Anderson came on board in 2013, the brand has been shaking things up.

To understand the brands’ evolution, it’s important to know its history. Loewe was founded in Madrid in 1846 by a group of leather craftsmen, however it wasn’t until 1872 when Enrique Roessberg Loewe came on board, that the brand was fully established. The label saw success with its luxurious leather goods, and continued to rise when it moved into ready-to-wear in the 1970s.

Today, Anderson is continuing to evolve the label—presenting it as a multi-faceted and dynamic brand. We’ve been watching it grow in popularity, but to understand just how much, we reached out to Lisa Aiken, retail fashion director at Net-a-Porter, for her insight.

“The Loewe product speaks for itself, and Jonathan Anderson is an excellent designer who has made the house incredibly relevant to the modern customer. We also cannot underestimate the power of the cult buy, and Loewe's signature 'Puzzle' bag is the label's most versatile style (it can be carried as a tote, a clutch, or cross-body). Anderson has found the perfect bridge between creating something functional yet very chic and trend-lead.”

When pressed on how the Australian customer is responding to the brand, Aiken revealed “She loves the relaxed style with a fashion twist that the label embodies. The Australian customer is drawn to accessories in particular, with bestsellers including the Puzzle leather shoulder bag in sky blue, the Punk Elephant shoulder bag in red and the Filipa D-Frame acetate sunglasses in brown, which are a true street style favourite.”

It’s not the first time a heritage brand has had a second wind—just look at how Alessandro Michele has transferred Gucci since he took the helm in January 2015. The brand has consistently seen profits rise and rise under his direction, with accessories playing a key role. Street stylers, influencers and celebrities have embraced the Gucci resurgence, which has attributed to the brands’ on-going success. Loewe is seeing a similar trend, with influencers and street stylers often snapped in the label—Aiken adds, “The brand has significantly tapped into influencer culture; it has a lot of big fans out there who know and love the product. I like to think of it as an insider secret that all the fashion girls know about; it’s slowly been gaining more and more attention over the last few seasons. In addition to the products being quite directional, you know that it’s also beautifully made due to the craftsmanship story behind it.”

If you haven’t already, it’s time to add a piece of Loewe to your wardrobe. All the fashion girls are doing it. Keep scrolling to see brand spotted on the street, and shop some of our favourite styles.