Loewe sales went from approximately €230 million in 2014, according to Morgan Stanley estimates, to between €1.5 billion and €2 billion in 2024, according to estimates by Bernstein analyst Luca Solca. Lyst ranked Loewe in the top five hottest brands each quarter of 2024 (it ranked first in Q2). And, in its 2024 earnings statement, LVMH said Loewe was “buoyed by growing brand awareness and the bold creativity of its collections”.
McCollough and Hernandez’s Proenza Schouler was better known for its New York cool-girl clients, including Chloë Sevigny and Moda Operandi founder Lauren Santo Domingo. While perhaps less esoteric than Anderson’s approach, their play with silhouette and strong knowledge of footwear and accessories may place them well at Loewe, especially when equipped with the brand’s highly skilled artisans and underpinned by LVMH. (Proenza Schouler counted a number of investors over the years, from Valentino to Andrew Rosen and, most recently, Mudrick Capital Management.) Like Anderson, the designers also know how to navigate the red carpet, having dressed everyone from Brie Larson (2024 Met Gala) to Beyoncé (2015 Grammys) in Proenza for more than 20 years.
‘Jack and Lazaro’s vision and creativity are a perfect match for the codes of the house that we have built,” Loewe chief executive officer Pascale Lepoivre said in Monday’s statement.
“To us, this new chapter is an opportunity to continue to do what we love doing but on a larger scale,” McCollough and Hernandez added. “It allows us to connect with a broader global audience, have the resources to fuel our creativity, and on a personal level, an opportunity to learn and to continue to push ourselves into new and unknown realms, including moving to Paris, which is something we are really looking forward to. It’s surreal to think that we started this journey when we were 21 years old. Now, with the experience we’ve gained and the same energy and curiosity that drove us back then, we’re ready for what will surely be a defining chapter in our lives.”
