When Bazaar editors spot a fashion moment in the making, we can’t keep it to ourselves. What follows is the lightly edited transcript of a Slack conversation between senior fashion editor Tara Gonzalez and fashion commerce editor Halie LeSavage, about an unexpected fashion trend that doesn’t really involve fashion at all: one delectable designer candle that smells like everyone’s favorite misunderstood fruit.

Tara Gonzalez, senior fashion editor: I did not understand the whole “tomato girl” summer verbiage until I smelled the Loewe tomato candle. It smelled like running through a tomato garden. Typing that out feels so obvious: Of course a tomato candle smells like tomatoes! But there’s something so fresh and nostalgic about it that I can’t put my finger on.

I know you’re not the biggest fan of tomatoes yourself, so how did you feel about this summer being such a big moment for the fruit?

Loewe’s viral tomato candle, which might appear like a box of seeds at first

Halie LeSavage, fashion commerce editor: Honestly … I assumed there was a glitch in TikTok’s usually meticulous algorithm when I became one of the 6.1 million viewers of the #tomatogirl hashtag. I’m a picky eater and a pickier shopper who despises tomatoes. (I can't really explain it; it’s just not a flavor I enjoy!) Strawberries, cherries, and bananas—and their manifestations on clothing from Dauphinette, Mother, and Puppets and Puppets—are more my vibe. I could get behind the idea of a sun-soaked Mediterranean vacation spent gardening and eating alfresco that “tomato girl summer” apparently covers; I just wished it revolved around what I consider real fruit.

That said, when Loewe’s tomato candle arrived at your desk in all its red ceramic glory, I could see why it had become a social media phenomenon. It’s hard describing a scent without sounding like the back of a perfume bottle, but Loewe really seemed to bottle the essence of picking a tomato straight off the vine at 3:00 p.m. in a sunny, secluded garden. It’s earthy and … robust? I’ve spoken to a lot of tastemakers over the years who swear by Loewe’s candles, but I was still a little shocked that a brand better known for surrealist runway collections and insiders’ favorite raffia bags had created such a specific (and delectable) scent. And, that the scent was so strong that it wafted through the closed box and into the air between our desks.

TG: I know! I remember when I first saw the candle, it was because people on TikTok were trying to find dupes of the scent to no avail. It was actually refreshing seeing a subset of the internet obsessed with chasing knockoff versions of things all agree that there was something special about the original.

And I was skeptical at first too! I actually love tomatoes, but they’re not something I really stop and smell. Before I got this candle, I’m actually not even sure if I could have told you what a tomato smelled like. It is really hard to describe now, even after I’ve spent a handful of hours burning the candle in my apartment. The scent itself reminds me of my boyfriend’s family’s house in Cape Cod, because there’s a garden with fresh tomatoes.

I think I love the candle so much because it reminds me less of the actual fruit and more of the idea of summer. And I think that’s at the crux of the appeal of tomato candles and shirts with tomatoes on them and tomato girl summer in general. It’s escapist! Which is also what I think about Loewe in general. Everything [creative director] Jonathan Anderson does reminds me of becoming somebody else, somewhere else … or even just transforming into something else entirely, like a blossoming anthurium or a glitching pixel.

HL: Or a juicy citrus? Loewe released an orange blossom candle at the start of July that is my personal obsession. It has the same fresh-picked, earthy undertones as the tomato candle, but a scent profile that leans more floral and citrus. After burning it in my living room for just a few minutes, my entire apartment smells like an orange grove—and this isn’t the footstool-size version.

What I find funniest about these candles is how enmeshed they are in the fashion world without being an actual fashion item. I think every fashion person has a favorite Loewe scent and a corresponding ceramic holder to display in their home. When I interview stylists and designers for Bazaar’s “Lucky 13” column, there’s a 50-50 chance Loewe candles will get a name drop. Yet a report from Lyst came out a few weeks ago crowning Loewe as the no. 1 designer brand in the world—without saying a word about candles!

At this rate, the Loewe scents are as integral to the brand as their Paula’s Ibiza collabs and Puzzle bags. (Admittedly, most people I know recommend the Marihuana scent.) They’re universally appealing, yet there are specific versions that speak to specific people.

TG: It’s true that all of the chicest people I know have said Loewe candles make the best gift. And unlike other pricey candles, you can absolutely reuse the ceramic it comes in as a cup or a vase, and it doesn’t at all look like it once housed a candle unless you know it did.

But back to the tomato scent that started this whole conversation! I keep thinking about how people are calling this the “Summer of Girlhood,” with everyone getting excited about Barbie, The Summer I Turned Pretty, Taylor Swift’s Eras Tour ….. and I think tomato girl summer and this scent also exemplify that. There’s nothing inherently girly about tomatoes, but there is something feminine and lovely and soft about getting so excited about something so simple. Which is one of the greatest pleasures of girlhood, in my opinion. Are tomatoes … feminist?! Maybe!

Loewe's Garden of Candles

Tara Gonzalez is the Senior Fashion Editor at Harper’s Bazaar. Previously, she was the style writer at InStyle, founding commerce editor at Glamour, and fashion editor at Coveteur.

Halie LeSavage is the fashion commerce editor at Harper's BAZAAR. Her style reporting covers everything from reviewing the best designer products to profiling emerging brands and designers. Previously, she was the founding retail writer at Morning Brew and a fashion associate at Glamour.