Loewe has reclaimed the title of the hottest brand in the world, a position it last held in the second quarter of 2023, surpassing fashion giants like Miu Miu and Prada – this is the main news emerging from Lyst's new report for the second quarter of 2024. Loewe's extraordinary ascent is fueled by a series of strategic moves and high-profile collaborations: from the sponsorship of the Met Gala to the new Paula’s Ibiza collection; from the SS25 show in Paris to the outfits of Zendaya, Ayo Edebiri, and Jonathan Bailey, as well as, of course, the already viral merch of Challengers, a film for which Jonathan Anderson was the costume designer. Loewe’s products, particularly the basket bags and the anagram tank top, have seen a 29% increase in searches over the last three months, and Anderson is almost unanimously considered the most interesting designer working today.