It began with a tweet. A photo of a plump, heirloom tomato captioned, “This tomato is so Loewe I can’t explain it.” The internet agreed—and so did Jonathan Anderson, Loewe’s creative director. Within days, he transformed this viral moment into a tangible accessory: the Loewe Tomato Clutch.
Crafted from nappa lambskin over a metal frame, the clutch captures every curve of the tomato, topped with a gleaming gold calyx that doubles as a clasp. It’s a whimsical yet luxurious piece that blurs the lines between fashion, art, and internet culture.
But this isn’t Loewe’s first tomato moment. The brand previously released home scents centered on tomato leaves—candles, soaps, room sprays. Now, there’s a hot air balloon shaped like a tomato floating through city skies. Quirky? Yes. But not random.
In an age where luxury brands are trying to feel human, the tomato does what logos can’t. It evokes memory, touch, scent. It’s imperfect, familiar, visceral. And yet, Loewe elevates it — from leather clutches to surrealist skies. It’s surrealism with roots.
The Tomato Clutch is more than just a bag; it’s a commentary on the evolving landscape of luxury fashion. In an era where memes can influence design, Loewe embraces the unexpected, turning a simple fruit into a statement piece where a tomato can carry more cultural weight than a logo.
Now, I can’t look at a tomato without thinking of Loewe. Is this how luxury brands are living in our brains rent-free? Food marketing has slowly taken over beauty and fashion. Today, whenever I see a donut, I instantly think of Hailey Bieber’s glazed donut Rhode (who started it all). Just when I thought having sugar cravings in Europe wasn’t economical, now brands are turning cravings into collections. I’m suddenly longing for a €2 heirloom tomato—and a €1,500 clutch to match. And while we’re at it, a glazed donut too—because every time I put on my Rhode lip balm, I somehow crave the real thing.
And it’s not just Loewe—Chanel’s 2026 Cruise show sent cupcake purses down the runway, proving once again that food is no longer just a craving—it’s a language brands are fluently speaking. And Jacquemus? He just launched a surreal banana-themed campaign starring The White Lotus’s Jon Gries, turning his LA boutique into a fruit-forward fantasy. Because apparently, in 2025, if you’re not selling produce, are you even in fashion?
I want to pair that glossy red bag with a plain white tee, vintage blue jeans, and head to the grocery store like it’s Milan Fashion Week. With my lips glazed, donut in hand, and tomato clutch tucked underarm, I’m starting to wonder—am I the campaign?
It almost feels like a new-age Carrie Bradshaw moment—if she had a Judith Leiber cupcake, maybe we have our Loewe heirloom tomato. Less Swarovski, more surrealism. Still unforgettable.
Because in the end, maybe that’s what luxury is now—less about aspiration, more about association. A tomato that smells like your grandmother’s garden. A donut that tastes like TikTok. A banana that’s somehow more meme than fruit.
Fashion isn’t just selling us dreams anymore. It’s selling us cravings. And frankly? I’m buying.
-Sakshi Agrawal
Noir et Blanc 