In 1996 celebrating the brand's 150 year anniversary, LVMH took over the ownership of the brand. In 1997, the designer Narciso Rodriguez took over the women's Pr锚t-脿-Porter collection, and, in 1998, Loewe held a fashion parade for the first time in Paris. In 2002, Jose Enrique O帽a Selfa became the designer for the Women's Ready-to-Wear Collections, debuting his helm of the mark with his collection for autumn-winter 2003/04 and Jose Luis Toribio for the Men's Ready-to-Wear Collections. Jonathan Anderson has been appointed as Creative Director.

Vevers, who before coming to Loewe created best-selling It bags for Luella and Mulberry, took a slow-but-steady approach to crafting new eye-catchers during his tenure. For spring 2010 he made leather totes that mimicked plain brown-paper shopping bags; it was his way of "taking the bag back to its purest functionality." Staying power, and luxury, were Vevers's twin intentions at Loewe. It is a brand, he once said, with "an absolute authority, a real soul, a tradition that can't be taken away."