These Loewe Sneakers Are The Hottest Fashion Item Of 2024

By now, we’re familiar with the fast-paced, cyclical nature of the trend circuit. This year alone we’ve witnessed the rise of jelly sandals, slouchy denim, vintage football shirts and, most prominently, the Adidas Samba. But now there’s a new designer sneaker in town – at least, according to The Lyst Index. Released each quarter by shopping platform Lyst, the report contains a ranking of the fashion industry’s hottest brands and products from the past three months. And it’s officially crowned the Loewe x On Cloudtilt 2.0 sneakers as the biggest purchase of the moment.

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Loewe Tops The 2024 Q2 Lyst Index

What Is The Lyst Index?

As mentioned, The Lyst Index is a quarterly report compiled by Lyst that ranks the popularity of brands and products across the fashion industry. Drawing on a data set of over 200 million yearly shoppers, the platform takes into shopping behaviours, searches, product views, dales and social media mentions and engagement over a three-month period. The result is a definitive ranking of what’s hot in the industry each season.

The 2024 Rise Of Loewe

So, the Lyst is in – and it’s looking sporty. According to the Index, Loewe has once again reclaimed its title as the hottest brand of the moment, overtaking Miu Miu and Prada to nab the top spot.

The change in ranking comes after an incredibly successful season for Loewe. ‘Under the creative direction of Jonathan Anderson (who, in May, took on the role of honorary co-chair at the Met Gala) the brand has honed its codes of creativity, craft and culture building,’ says Lyst.

 

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A string of popular activations have helped solidify the brand’s reputation, including a new Paula’s Ibiza collection, the presentation of the brand’s menswear SS25 show in Paris, a new Pride capsule and a slew of celebrity endorsements (inlcuding Zendaya, Ayo Edebiri and Jonathan Bailey).

But it was the brand’s involvement in the Challengers movie that really earned Loewe its 2024 cult status. ‘The release of the much anticipated Challengers movie, with costumes designed by Jonathan Anderson and select items available to shop through Loewe, aligned the brand with a high-profile cultural moment,’ explains the report. ‘Adeptly balancing heritage with cultural relevance, Loewe is raising the brand heat bar, culminating in receiving the Grand Prix at the inaugural Luxury & Lifestyle Lions at the prestigious Cannes Lions International Festival of Creativity.’

The Loewe x On Cloudtilt 2.0 Sneaker

And if topping the brands list wasn’t enough, Loewe also bags the title of ‘Hottest Product’ with its Cloudtilt 2.0 sneakers. Released back in May, the sneakers are part of an ongoing collaboration with Swiss label On and are a nod to the recently revived sports chic trend. Uniting the fashion trainer with physical performance, the latest rendition of the Cloudtilt boasts a design that is both stylish and multi-functional.

But beyond the sneaker, the collaboration has also helped propel the popularity of On. Lyst describes the label as ‘this quarter’s fastest moving brand outside the Top 20… This quarter’s hottest product, the On x Loewe Cloudtilt 2.0 sneakers, helped drive a 308 percent spike in searches for the brand following their release at the end of May.’

Other Highlights

Loewe isn’t the only pair of sneakers to take a top spot this season. ‘Dries Van Noten’s suede sneakers and Adidas’ SL72 OG are also among this quarter’s hottest products,’ says Lyst. ‘Two sleek, retro sporty silhouettes that offer customers a subtle departure from the smash hit Samba shape, albeit at different price points.’

 

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The Index also notes that more contemporary labels are settling into the ranks amongst heritage brands. Coach in particular has made a big jump, re-entering The Lyst Index’s hottest brands ranking for the first time since Q4 2022. It’s just one of four American brands in the chart – the others being The Row, New Balance and Skims – and also has a spot on the Hottest Products list with its Tabby bag.

‘Mixing heritage appeal with refreshed designs, [Coach]’s ability to blend accessible luxury with on-trend aesthetics has resulted in a 27 percent increase in searches this quarter, driven by demand for its Tabby bag, this quarter’s third hottest product,’ Lyst notes. ‘With prices starting at $385, the bag has been viral on TikTok, generating over 34.2M posts on the platform.’

Other trending items on the list include a puffball dress by London-based womenswear brand Amy Lynn – ‘searches for [Amy Lynn’s] puffball dress (this quarter’s 7th hottest product) spiked 53 percent in April after going viral on TikTok and generating over 61.6M posts’ – as well as a crochet menswear shirt from Casablanca and a pair of flared pants from High Sport.

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You can see the The Lyst Index in full at lyst.com

Featured image: Loewe