Loewe Grows 9.2% in 2024

Launched as a relatively low-key label, the luxury house has spread its wings in recent years in a highly competitive market, asserting its brand identity and creative strengths. Much of the credit undoubtedly goes to designer Jonathan Anderson, the house's creative director until 2025. Under Anderson, Loewe has seen its revenue increase significantly: in ten years, it has more than quadrupled. In 2014, Loewe's sales amounted to around €230 million, compared to nearly €900 million in 2024.

Before the Northern Irish designer arrived, Loewe was a fashion house renowned for its leather designs and craftsmanship, but the brand's desirability was declining significantly, mainly due to difficulties in attracting a younger clientele. The challenge for Anderson was to strategically reposition the brand by revitalizing the fashion house's creative universe with new designs. It was a successful gamble: the designer created best-sellers such as the Puzzle bag, launched ten years ago and designed like modular origami, and iconic dresses inspired by anthurium flowers, which caused a sensation in the spring-summer 2023 collections.

This success earned the Northern Irish designer a place among the 100 most influential people in Time Magazine's ranking last year.

Since last April, American designers Jack McCollough and Lazaro Hernandez, founders of the cult New York fashion house Proenza Schouler, have taken over the helm at Loewe. Anderson has been appointed creative director of Dior Homme, replacing Kim Jones. The task for the two designers will be a daunting one, as Lyst ranked Loewe among the five most popular brands in 2024.

Will the two American designers be able to maintain this pace of growth in the years to come? Their first show will take place on October 3 during Paris Fashion Week, presenting the Spring/Summer 2026 women's collection, whose fresh and colorful campaign has already been released.