Luxury craves control; TikTok thrives on spontaneity. Two worlds at odds—until Jonathan Anderson’s Loewe proved opposites do attract
For luxury brands, TikTok has long been the wild child of social media—a chaotic playground of fleeting trends, raw authenticity, and unpredictable virality. It’s everything traditional luxury isn’t. High fashion thrives on control, exclusivity, and perfection, while TikTok dances to the rhythm of spontaneity and imperfection.
That is until Jonathan Anderson’s Loewe entered the game.
What Makes Loewe Special on TikTok? It’s Like the Cool Friend at the Party
For Gen Z, TikTok isn’t just a platform—it’s home. It’s their stage, their canvas, and their favourite hangout.
With over 1.5 billion monthly active users, this social media giant is the cultural heartbeat of a generation that values authenticity, humour, and community over untouchable perfection.
Loewe and Jonathan Anderson, creative director of the LVMH-owned house since 2013, understand this dynamic perfectly. While some luxury brands tiptoe through the chaos of TikTok, the Spanish maison has dived in headfirst, armed with wit, creativity, and a fearless sense of fun.
@loewe When the heels twerk better than you. #LOEWE ♬ original sound - LOEWE
The result? Loewe isn’t just participating in Gen Z culture—it’s shaping it. With 2 million followers and over 37 million likes, Loewe’s TikTok presence is as impressive as it is proof that the brand gets the platform.
Each video averages 69.8K likes and 275 comments, demonstrating an audience that isn’t just watching—they’re engaged.
Loewe feels less like a brand and more like the cool friend at the party—making everyone laugh and leaving a lasting impression.
It’s easy to see how this playful vibe has boosted the buzz around the brand, along with the Loewe x On Running collab, the artsy runway shows, and the celebrity “friends of the house.” According to The Lyst Index, the brand was sitting pretty with a bronze medal in Q1, gold in Q2, and silver in Q3—always battling it out on the podium with Prada and Miu Miu.
Which Brands Are Attracting Gen Z, and Why Loewe Got There First
Luxury has traditionally been associated with exclusivity. But Loewe is flipping the script.
Under the leadership of Charlie Smith, its Chief Marketing and Communications Officer, the brand is instead opening its doors to Gen Z, a demographic that doesn’t fit the typical luxury customer profile. Many are navigating student loans, entry-level jobs, and the occasional “blow off steam” moment.
@loewe New Tik Tok team achievement: Blindfolding Jamie Dornan #LOEWE #JamieDornan ♬ original sound - LOEWE
Loewe understands that today’s approach is not about selling a £3,000 bag; it’s about planting seeds of aspiration and cultivating emotional connections. So here’s the trick: start small. A scented candle for the first apartment. A cardholder for the first paycheck. A bottle of perfume to celebrate landing that first “real” job. These aren’t just products; they are small luxuries that honour life’s milestones.
How to Get Big Views on TikTok? Jonathan Anderson Knows It’s About Letting the Guys In
And Loewe’s presence on TikTok? It’s the secret sauce.By creating celebratory, relatable content, Jonathan Anderson’s Loewe turns life’s small victories into shared moments.
Every video says, “We see you,” turning casual viewers into lifelong fans. Proof that luxury doesn’t always need to whisper exclusivity; it can also shout “Welcome!”
What’s the Best Social Media Strategy for 2024? Luxury Needs to Learn to Laugh at Itself
Traditional luxury thrives on sophistication. TikTok doesn’t. It rewards personality, and Loewe knows exactly how to deliver that.
@loewe #duet with @Sofia Richie Grainge The ducks that get it, get it 🦆 💅 #LOEWE ♬ original sound - Sofia Richie Grainge
Take the now-iconic TikTok of top model Sofia Richie’s husband, Elliot Grainge, poking fun at a pair of dazzling £2,700 Loewe boots. Unexpected? Yes. Hilarious? Absolutely. Painfully relatable? You bet. With over 15 million views, the video taught us a valuable lesson: luxury can laugh at itself and still shine.
@loewe A pretty mom who works two jobs Who loves her kids and never stops. @Nara Smith #LOEWE ♬ original sound - LOEWE
Consider the TikTok that pairs meticulous craftsmanship with viral humour: “Nara Smith when her kids want a Loewe bag”, captions a video that shows the making of one of the brand’s bags, referencing the TikTok influencer’s “tradwife” aesthetic. By demonstrating the step-by-step process of how a Loewe bag is made, the brand has turned high-end artistry into a topic that TikTok users couldn’t stop talking about.
These moments aren’t happy accidents; they’re the result of a strategy that blends humour, storytelling, and craftsmanship. TikTok’s laser-like radar for inauthenticity can sniff out a fake vibe in seconds. Loewe doesn’t try to be cool; it just is.
Relying on on-trend sounds, formats, and creators with fresh perspectives, Loewe makes each video feel effortless yet memorable. The result? Under Jonathan Anderson, Loewe feels less like a luxury brand and more like a cultural chameleon—always adapting, always relevant.
Should High Fashion Really Be This Relatable? Discover the Ultimate TikTok Success Secrets
At its core, TikTok is about storytelling, and Loewe’s story is playful, creative, and relatable.
Remember when everyone was mispronouncing “Loewe”? Instead of ignoring it, the brand stepped up, asking Fashion Week guests to name it. The hilarious, wrong guesses and confused looks quickly turned to gold on TikTok.
Loewe followed up with a short film, “Decades of Confusion,” starring Dan Levy and Aubrey Plaza. The maison transformed a common frustration into a viral moment, blending humour and accessibility without compromising its signature elegance.
How to Build a Legacy, One TikTok at a Time? Create Connections and Play the Long Game
While some luxury brands are busy chasing quick wins, Loewe plays the long game. Each TikTok video is more than just content; it’s an investment in future customers.
Generation Z may not be splashing out on Loewe Puzzle Bags today, but they’re shaping what’s cool, relevant, and worth aspiring to. Loewe is embedding itself into their daily lives, creating moments and connections that will endure, perhaps even through small but meaningful products they can afford.
However, it’s not about selling a bag—or any product, for that matter; it’s about building a legacy. Every TikTok, every comment, and every playful wink is another brick in the foundation that will carry Loewe into the future.
Will This Tongue-in-Cheek Humour Be the New Standard for High-End Communication? Why Not?
Who would have thought that a luxury brand could go viral with roasted, shiny boots or hilarious mispronunciations?
Loewe has swapped exclusivity for inclusivity, polish for personality, and perfection for playfulness. And it has cracked the TikTok code, winning the heart of a generation.
The takeaway for other luxury brands? Don’t just test the waters on TikTok—dive in, laugh at yourself, and join the chaos. The future of luxury is not about being untouchable. It’s about being personal, playful, and unapologetically real.
Laetitia El Hajj
MA student in Fashion Promotion, Communication & Digital Media, Paris