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FASHION

The Rise of Loewe
By: Sheza Qasim          Edited by: McKenna McCormick

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Feathers, florals, and frills were all on display for Loewe’s Spring 2025 show during Paris Fashion Week, where celebrities like Pharrell Williams, Taylor Russell, and Ayo Edibiri lined the benches to watch the show. Throughout the past decade, Loewe's presence has grown to more than just the high-fashion world. Jonathan Anderson, the creative director at Loewe, has had an impressive ten-year tenure at Loewe, growing the brand tremendously. Loewe started as a leather brand specializing in purses, but now has become known for their experimental women’s and menswear looks. Throughout its history, Loewe has been an innovative pioneer, especially seen in the Spring 2025 collection.

 

Loewe was created in 1846 in Madrid by leather craftsmen to create purses and other leather goods. By 1905, Loewe provided leather bags to the Spanish Royal Family, boosting the brand’s popularity. The brand was acquired by LVMH, a holding company of luxury brands, and began creating clothing for women in the late 90s. During the early 2000s, Loewe appointed Jonathan Anderson as creative director, whose experimental and innovative vision played a key role in redefining the brand’s identity.  Today, the brand has evolved to a household name creating both women's and men's ready-to-wear pieces.

Loewe did not become a celebrated brand overnight. The brand used marketing techniques to become the label that people know today. Stefanie Kubanka, an expert in marketing and advertising with a focus on luxury brands, worked with a global advertising agency where she led the LVMH account—a conglomerate overseeing over 75 luxury brands, including Loewe. Kubanka explained that when she began working at Loewe it was only known amongst people in the high-end fashion space.  “When I first began working with Loewe, the brand was already being celebrated by the luxury fashion industry, but it was quite unknown among the average mass consumer in comparison to the other Maisons like Dior, Givenchy, Louis Vuitton, or Fendi in the LVMH portfolio,” She said.

Through marketing techniques, Loewe has achieved an iconic status. The brand has gained popularity without changing its core value: modern fashion. “Over the last few years, Loewe has benefited from consumer trends, shifting tastes, and the marketing savvy of its team in capitalizing on that. There has been explosive growth for Loewe but I don’t think the brand itself has changed dramatically...discovery and adoption is what has picked up,” Kubanka explained.

In their most recent collection, Loewe went in a different direction than some of their past collections. This time, the collection featured more patterns and bright colors, distinct from the muted colors that were included in the 2023 and 2024 spring collections. While past collections have focused on Loewe’s Spanish heritage, in more recent years, the label pulls inspiration from a spectrum of cultures and narratives.

Continuing the theme from the past three spring collections, Anderson once again incorporated a babydoll silhouette. In the 2022 show, there was a smaller babydoll silhouette seemingly made out of rubber.  In 2023, it evolved into a two-piece, neon-colored design. This year, Anderson included an exaggerated babydoll, using shimmery material. While Loewe’s spring 2024 collection included boxy silhouettes, this year, we also saw the use of hoop skirts included on the bottom of dresses that created motion and dimension when the models walked down the runway. Anderson also created graphic shirts made out of feathers, a concept that had never been done before that gives a childlike feel to the clothing and the collection. For a trench coat, Anderson used mother of pearl, a shell material, similar to Ariana Grande’s Met Gala look also custom-made by Loewe. This collection explored the intersectionality of art and fashion in a new way, by using techniques and materials that haven’t been done in previous Loewe collections. Anderson's designs continue to celebrate individuality, encouraging consumers to express themselves through fashion, and the Spring 2025 collection pushes this trend further.

Loewe’s presence extends beyond the runway, making its mark in everyday fashion and on celebrities. This summer, the Loewe “I Told Ya” shirt from Challengers, worn by Mike Faist and Zendaya, captured widespread attention. From Rihanna’s Super Bowl look to Ariana Grande, Anna Wintour, and Ayo Edibiri’s Met Gala appearances, Loewe's visibility and popularity have skyrocketed in both the celebrity and consumer spheres. Once a small Spanish leather brand, Loewe has become a global name, renowned for its intricate and imaginative designs.

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: Fash10nBeautySU!

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