The Spanish brand Loewe ranks as the most popular brand according to Lyst. The fashion-specialized search engine established a ranking based on the behavior of its 200 million users during the second quarter of 2024.
Moving from third place to first, Loewe tops the latest ranking published by the search engine Lyst. Specializing in fashion, the platform publishes a list each quarter of the most popular brands based on data from websites and social networks.
For the second quarter of 2024, the brand, under the artistic direction of Jonathan Anderson since 2013, positions itself as the most popular brand. It experienced a 29% increase in searches, allowing it to surpass Miu Miu and Prada, which had been at the top of the list for four quarters.
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Highlight Moments
This leap can be attributed to the strong visibility the Spanish House enjoyed from April to June. While Loewe’s creative director, Jonathan Anderson, co-chaired the last MET Gala alongside Anna Wintour, the brand itself sponsored the event and the accompanying Costume Institute exhibition. On the red carpet, many celebrities such as Ariana Grande, Greta Lee, Taylor Russell, Jamie Dornan, and Ayo Edebiri appeared dressed by the brand.
In May and June, the LVMH group brand also invested in the Palais de Tokyo in Paris. Initiated by the Loewe Foundation, the Craft Prize has highlighted craftsmanship and contemporary art since 2016. For the seventh edition of the event, the works of the thirty finalists were exhibited within the Parisian art center.
The Challengers Phenomenon
Among the reasons for Loewe’s success, its participation in the film Challengers cannot be overlooked. Released in theaters at the end of April, the latest feature film by Luca Guadagnino received significant media coverage. Led by actress Zendaya, the film sparked great enthusiasm around tenniscore, a fashion trend that emulates sports uniforms.
Throughout the promotional tour of Challengers, Zendaya appeared in court-inspired outfits. On social networks, a look imagined by Jonathan Anderson garnered much attention. In Rome, the American star wore an ensemble consisting of a sleeveless top with a deep V-neck and a pleated mini-skirt. The finishing touch: heels embellished with tennis balls.
Responsible for the costumes in Challengers, Loewe’s creative director later capitalized on social media buzz to market the “I Told Ya” T-shirts seen on the film’s characters.
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Read also> [Luxus Magazine] Tenniscore, the trend popularized by actress Zendaya
Featured Photo: © Loewe
