With a creative director unafraid to provoke, a commitment to craftsmanship and a skillful balance of cultural relevance and premium pricing, we explore all the factors that make Loewe a marketer’s dream. Maggie Smith / Loewe's Instagram It’s a brand that marketers rave about, influencers proudly showcase and fashion lovers admire, but how does Loewe successfully balance its heritage while resonating with such a wide audience in the modern era? Founded in 1846 in Madrid, Spain, by a collective of leather craftsmen, Loewe has grown into a major player across 32 countries, with over 160 stores worldwide. In recent years, campaigns featuring stars including Maggie Smith, Aubrey Plaza and Daniel Craig have drawn attention for their blend of surprise, celebrity and luxury.
What makes Loewe Loewe? “Loewe has been incredibly consistent, both in its efforts to build distinctiveness and in elevating the perceived value of its creations,” says Laurent François, managing partner at 180 Social and 180 Luxe, which counts Dior among its clients. “Craft, combined with a strong semiotic and aesthetic world, and commitments to more conscious luxury, has made it one of the first brands to convey an immediately understandable vibe – sought after by connoisseurs and triggering the interest of newcomers.” According to the marketer, finding the delicate balance between the house’s Spanish heritage and establishing a modern identity took years.
But Loewe isn’t confined to its he.
