Although I’d like to believe I’m a more caring person than Carrie Bradshaw (who often prioritised her shoe collection over more pressing cultural and social obligations), as a fashion fan, I’d be lying if I said I didn’t have a designer bag wishlist. While some people are counting their coins in the hope of a Chanel, others are making moodboards of Birkins and Prada. And few would turn their nose up to the famous Fendi baguette – the sequinned style, of course.

However, it’s a label that might have been missing from Bradshaw’s own bag collection that’s now firmly at the top of many wishlists, and fashion search engine Lyst has dubbed it the ‘hottest brand’ of the season.

Through analysing 200 million shoppers each year – tracking searches, sales, product views and social media attention – Lyst ranks the top 20 fashion brands each quarter in what it dubs ‘the Lyst Index’. In the most recent edition, which dropped at the end of June, Miu Miu, Prada, Saint Laurent and Bottega Veneta all sat in the top five, with Loewe nicking the top spot. A position it held this time last year before being overshadowed by Miu Miu. So what has helped it to regain that top spot? 

According to Lyst: “This quarter Loewe was a sponsor of the Met Gala, launched a new Paula’s Ibiza collection, presented its menswear spring/summer 2025 show in Paris, dropped a Pride capsule collection and dressed Zendaya, Ayo Edebiri and Jonathan Bailey [for the Challengers movie].” So, clearly, the brand has been busy.

It’s products are proving incredibly popular. Over on eBay, searches for ‘Loewe’ have increased over 35% and the now-famous basket bags (£595), puzzle bags (£2,550) and anagram tank tops (£295) are among some of the most in-demand items. 

Tapping into the activewear market, the luxury label even partnered with running shoe brand On for a capsule collection of trainers clad with the instantly recognisable Loewe logo (£375). Plus, creative director Jonathan Anderson has racked up an impressive fan base of his own, accentuating the luxury label’s craftsmanship while also running his own fashion brand, JW Anderson. 

The key pull: a more simplistic style and a collection comprising easy-to-wear items – jeans, tank tops and bags that won’t break once you place your essentials inside. And it seems we may be leaning back into logos, especially when it’s an inconspicuous pattern and not a big old brand name, lending Loewe an ‘IYKYK’ appeal. 

Images: courtesy of Loewe