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Loewe’s Ascending Trajectory: A New Creative Chapter with Proenza Schouler

Loewe’s financial growth has been striking, with sales surging from about €230 million in 2014 to an impressive forecast of between €1.5 billion and €2 billion by 2024, as projected by Bernstein analyst Luca Solca. This rapid ascendance has positioned Loewe among the five most coveted brands, as noted by Lyst’s quarterly rankings, including a top spot in the second quarter of 2024. The luxury goods conglomerate LVMH attributed Loewe’s success to “growing brand awareness and the bold creativity of its collections” in their latest earnings statement.

McCollough and Hernandez, the creative minds behind Proenza Schouler, have garnered attention for their appeal among New York’s fashionable elite, including notable figures such as Chloë Sevigny and Lauren Santo Domingo, founder of Moda Operandi. Their distinctive approach, while perhaps less avant-garde than that of Jonathan Anderson, relies heavily on innovative silhouettes and a sophisticated understanding of footwear and accessories. Entering Loewe, they are poised to benefit from the brand’s exceptional craftsmanship and the extensive resources available through LVMH. Over the years, Proenza Schouler has attracted a diverse range of investors, from Valentino to Andrew Rosen, and most recently, Mudrick Capital Management.

Dress-wise, the duo has a solid track record on the red carpet, having styled prominent celebrities such as Brie Larson at the 2024 Met Gala and Beyoncé at the 2015 Grammys. Such high-profile appearances have further solidified their status in the fashion industry.

Brie Larson wearing Proenza Schouler at the 2024 Met Gala.

Beyoncé at the 2015 Grammy Awards in Proenza Schouler.

Loewe’s CEO, Pascale Lepoivre, expressed enthusiasm for the new partnership in a statement, indicating that “Jack and Lazaro’s vision and creativity are a perfect match for the codes of the house that we have built.” This sentiment reflects a confidence that the duo’s unique design sensibilities align well with Loewe’s established identity.

McCollough and Hernandez shared their excitement for this new phase, noting, “To us, this new chapter is an opportunity to continue to do what we love doing but on a larger scale.” They see this transition as a means to engage with a wider global audience and to expand their creative potentials. The move to Paris, in particular, has them buzzing with anticipation: “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.”

Source
www.vogue.com