The Newest ‘Hottest Brand’ In The World Comes Unexpected
Photo 95580676 © Tea | Dreamstime.com
For a while now, calling something “Gucci” has meant it is awesome or amazing, and for good reason. The Italian fashion house had, for many quarters, held on to the claim of “world’s hottest brand,” as named by the popular Lyst Index. However, that analogy is slowly losing its shine as the brand was eventually superseded by Balenciaga and Prada… and now, a completely unexpected label has shot up the ranks: Loewe.
The Spanish maker of leather goods and more was founded in 1846, but it has more recently become an object of affection between younger consumers since coming under the wing of creative director Jonathan Anderson in 2013, shares Lyst, whose data-based quarterly reports are widely followed by fashion experts.
In the last 12 months, Loewe remarkably jumped 13 spots up from its popularity ranking, eventually taking over the title of “hottest brand” in the world in Q2 2023. Searches for the brand have also spiked by 19% this quarter, notes the Lyst Index.
Anderson’s eye for dreamy shapes and motifs—manifested in surreal Studio Ghibli collections and trippy pixelated hoodies—might be to thank for its renaissance.
Yet, it’s the staples—the symbols of “quiet luxury”—which are the fan favorites. Per the site, Loewe’s Anagram tank top, seen on Kylie Jenner, “is the hottest product of the quarter.” Meanwhile, customers continue to take a shine to the brand’s famed basket bags.
Image via Loewe
“In the attention economy, with brands fighting for relevance and front of mind, Loewe’s commitment to craftsmanship has succeeded in capturing the imagination of different cohorts of customers,” describes Lyst, which gets its data by looking at the evolving shopping patterns of customers on its own retail platform, as well as by studying searches “on and off platform.”
Image via Loewe
It’s a testament to the irreplaceability of human creativity. If you can dream it, the title is yours.
