The Butter Service

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‘LOEWE TIKTOK’

2021-2024

Global Strategy + Creative

Our founder, Héctor Dugarte, joined LOEWE’s global social media team in 2021 to launch and shape the house’s TikTok presence, pioneering a new language for luxury on the platform.

From 2021 to April 2024, he crafted a Tiktok-core, social-first content strategy that set LOEWE apart from the rest of the industry — inspired by Enrique Loewe and the Loewe Foundation and anchoring the brand’s content on three pillars: craftsmanship at its core, Spanish-rooted storytelling, and collaborative content with Tiktok-native creators(reframed as modern-day crafters).

Combined with a deep understanding of pop culture and Tiktok unique language, this approach made stablish LOEWE one of Gen Z’s favourite luxury brands on the platform during that time.

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THE BUTTER SERVICE

Madrid, Paris, Miami, Caracas
Social first strategy and creative crafters.

Social first strategy and creative crafters in the luxury/ fashion space, with a deep expertise on tiktok. From LOEWE and JACQUEMUS to APPLE, we craft strategies and creatives that perform at a high level — tailored for the unique language of each social media platform , with an elevated storytelling and visual direction. is a rae etur minctorenis cusaped que nonsed quis do-

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