No Beach Club, No Problem: How Loewe Quietly Dominates Summer
In a summer of branded beach clubs, one luxury brand stood out by doing... nothing.
Hi friends,
I feel the urge to dive deeper into the summer beach club trends that I bet is coming to an end in 2025. Too many brands are doing it just for the sake of doing it.
So now feels like the perfect time to take a step back, look at the real winners of summer brand strategy, and spotlight those who didn’t go with the flow—but still succeeded. Instead of diluting their brand to chase “cool,”(which is not cool being a latecomer copycat), they stuck to their identity. And it paid off.
One brand, in particular, stood out to me: Loewe.
If we were to play this game - name one luxury brand for summer— Don’t lie. Loewe crossed your mind.
Raffia? Loewe. Psychedelic linen? Loewe. That effortless coastal cool that feels expensive without trying? Loewe. And yet… Loewe hasn’t launched a single beach club activation. No branded beach towels and umbrellas in Mykonos. No pop-up suites in Saint-Tropez. So how did they do it?
1. Insider Cool
Loewe doesn’t chase influencers. They attract tastemakers. Think Emma Chamberlains and Taylor Russells of the world—the ones whose style is a mood board, not a trend report. These are people who don’t need logos to prove taste. They are the taste.
If you know, you know.
And if you don’t? You’re watching the ones who do.
2. Consistency (The Paula’s Ibiza Effect)
While other brands experiment with seasonal noise, Loewe repeats a ritual:
Paula’s Ibiza—a capsule born from a legendary 1970s boutique, reimagined through Jonathan Anderson’s lens.
Each summer it returns with:
Raffia bags
Tie-dye, sun-faded linens
A touch of psychedelia
Playful sensuality
It’s not a one-off. It’s not reactive. It’s Loewe’s summer signature.
And the magic of this ritual? It builds brand equity. They don’t just sell products. They create anticipation, memory and identity.
3. Storytelling That Sells Escape
This was back in Summer 2023, when I walked into a small magazine shop in the West Village. I picked up this Loewe quarterly magazine—for free.
No CTA. Yes there are campaigns, but it’s just beautiful, and you sense the quiet confidence of a brand that knows who it is.
That’s when it hit me: Loewe doesn’t need the noise. The brand knows exactly where to find me—and catches me off guard in the places I least expect. But it works! Every time.
Their campaigns feel like daydreams. You don’t want to wear them—you want to live inside them.
They don’t need a beach club… because Loewe is the vacation.
Final Thought
While others shout, Loewe whispers. And somehow it’s louder. In an era of loud drops and branded stunts, Loewe reminds us: Real cultural capital isn’t rented. It’s earned, slowly—and styled with intention.
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