By the early 20th Century, many notable people took great interest in Loewe and Queen Victoria Eugenie became a regular customer.

[5] The company quickly grew in popularity and was promoted by figures such as Ernest Hemingway, Ava Gardner, Rita Hayworth, Marlene Dietrich and Sophia Loren amongst others.

[7] In 1905, Alfonso XIII granted Enrique Loewe y Hinton, a descendant of the original brand founder, the title of Purveyor to the Royal Court.

[10] By 1997, Narciso Rodriguez joined the company as new creative director[11] and the brand had its first Paris runway presentation at LVMH headquarters in the fall/winter 1998 season.

[18] Since 2014, Loewe's headquarters – including the design team, which had previously been based in Madrid – has been located on Place Saint-Sulpice in Paris.

[23] Following high-profile collaborations, including designing several custom performance looks for American singer Beyoncé's Renaissance World Tour and strong online and physical campaign performance in China,[24] Loewe topped the Lyst's Hottest Brand Index for the first time in the second quarter of 2023,[25] a position previously held by Prada.

It has also supported and promoted María Pagés' dance company, which aims to spread flamenco and Spanish culture around the world.

[45] which was held at CASA LOEWE in Madrid, and honoured queer icon Harris Glenn Milstead, better known by his stage name, Divine.

[46][44] Featured photographers have included George Platt Lynes, Ron Galella, Tina Modotti, Peter Hujar, and David Wojnarowicz.

[56] Loewe's global brand ambassadors have included Penélope Cruz (2013–2015),[57] Josh O'Connor (since 2017),[58] Leo Wu (since 2022),[59] Tang Wei (since 2022), South Korean girl group Nmixx (since 2022),[60] Taylor Russell (since 2022),[61] Taeyong (since 2023),[62][63] Yang Mi (since 2023),[64][65] Jamie Dornan (since 2024),[66][67][68] Giselle (singer) (since 2024),[69] Lim Ji-Yeon (since 2024)[70] and Wang Yibo (since 2024).

[71] Other celebrities who have featured in the brand's advertisement campaigns include Gisele Bündchen (2017),[72] Tracee Ellis Ross (2021),[73] Gillian Anderson (2021),[74] Greta Lee (2023),[75] Maggie Smith (2023),[76] and Kit Connor (2024).