This quarter Loewe was a sponsor of the Met Gala, launched a new Paula’s Ibiza collection, presented its menswear SS25 show in Paris and dropped a Pride capsule collection. The release of the Challengers movie, with costumes designed by Jonathan Anderson and select items available to shop through Loewe, aligned the brand with a high-profile cultural moment.
Spain’s Loewe has overtaken Italy’s Miu Miu and Prada to reclaim the title of the world’s hottest brand in The Lyst Index of Q2 2024, a position last held in Q2 2023.
Italy’s Gucci and Versace, and France’s Balenciaga, Saint Laurent and Jacquemus all move upwards within the top 10.
Loewe’s Cloudtilt 2.0 sneaker is this quarter’s hottest product.
Demand for Loewe basket bags and the anagram tank top helped drive a 29-per cent increase in searches over the last three months.
Italy’s Gucci and Versace, and France’s Balenciaga and Saint Laurent (all up one rank) and France’s Jacquemus (up two ranks) all move upwards within the top 10.
American fashion house Coach New York re-entered the hottest brands ranking for the first time since Q4 2022. Mixing heritage appeal with refreshed designs, the brand’s ability to blend accessible luxury with on-trend aesthetics has resulted in a 27-per cent increase in searches this quarter, driven by demand for the Tabby bag, this quarter’s third hottest product.
Jacquemus moved up into the eighth position, following the launch of its wedding campaign ‘Le Mariage’ and summer capsule ‘Les Rayures’, demand.
American shapewear and clothing brand Skims rose one place into the 12th position, following a busy quarter including the announcement of five new store openings and the launch of a new swimwear line. Searches have increased by 32 per cent over the past three months, a release from The Lyst Index said.
As luxury brands continue to raise their prices, contemporary labels like Coach and Belgian leather bag brand Dragon Diffusion claim share of search from the heritage houses.
On Loewe’s account on social media platform X, Cloudtilt 2.0 sneaker is this quarter’s hottest product. Casablanca’s crochet knit shirt is the hottest menswear piece this quarter, with searches up by 161 per cent quarter on quarter. The Parisian brand has played into this year’s ‘summer of sport’ with its retro tennis inspired Pre Fall 24 collection.
Dragon Diffusion’s Santa Croce woven leather tote bag is in fifth position, and has managed to cement itself as a new cult favorite within a notably crowded market: the basket bag category. Searches for the brand’s made on-demand tote bags have increased by 197 per cent this quarter.
Italian knitwear brand High Sport’s flared pant is this quarter’s sixth hottest product, and has earned a cult following among industry insiders in the United States. Searches for High Sport increased by 42 per cent on Lyst this quarter.
UK womenswear brand Amy Lynn’s puffball dress is in seventh position. Founded in 2017, searches for its puffball dress spiked by 53 per cent in April after going viral on TikTok and generating over 61.6 million posts.
Belgian brand Dries Van Noten’s suede sneakers and Adidas’ SL72 OG are also among this quarter’s hottest products.
Fibre2Fashion News Desk (DS)