In the second quarter of 2024, the Spanish fashion house Loewe, under the creative direction of Irish designer Jonathan Anderson, has emerged as the hottest fashion brand.
The leadership team at Lyst has released their regular quarterly report, the Lyst Index for Q2 2024, showing Loewe taking the top spot, replacing Miu Miu and Prada.
Loewe, a luxury fashion gem, led by Jonathan Anderson, has earned accolades for the best logo according to the Lyst Index. Thanks to consistent efforts and strategic decisions, Loewe has risen to prominence despite the current lower demand in the fashion industry. Giants like LVMH and Gucci have reported declines in sales.
Loewe was ranked third in the Lyst Index for the first quarter of 2024. A 29% increase in brand searches over the past three months is likely due to their sponsorship of the Met Gala, partnership with The Challengers, and continuous viral campaigns, including a highly successful Fall/Winter 2024 campaign featuring actor Daniel Craig. The best-selling items include their signature anagram cotton tank tops, woven basket bags, and Cloudlit sneakers made in collaboration with Swiss company On.
Additionally, Loewe’s prominence extends to its hot pieces from the last quarter. On the contrary, Adidas Originals Samba sneakers have dropped off the list, replaced by another vintage silhouette with three stripes, the SL 72, endorsed by Bella Hadid.
The Parisian atelier Saint Laurent climbed to the fourth position, exchanging places with Bottega Veneta. Versace follows in the sixth spot, boosted by the announcement of Jacob Elordi as their new ambassador, while Balenciaga dropped a rank.
Jacquemus saw a two-place rise to the eighth position on the Lyst Index, likely due to their viral Fall/Winter 2024 show on Capri Island. Conversely, Moncler fell from sixth to ninth. Gucci rounds out the top ten.
Popular shapewear brand SKIMS, founded by Kim Kardashian, improved by one position, securing 12th place with a 32% increase in popularity. This rise surpasses brands like Burberry, Louis Vuitton, and New Balance, driven by star-studded campaigns featuring Usher, Jude Bellingham, Ice Spice, and WNBA players.
After a two-year hiatus, Coach returned to the list at 20th place, with a 27% increase in searches this quarter, largely due to the demand for their Tabby bag.
