It depends on the project, but both methods have their advantages:
1. Laying from the bottom:
Most convenient when you don't have a specific height for the cladding.
It allows you to more easily adjust the bottom edge of the tiles to any unevenness in the substrate.
The cut elements will be at the bottom, making them less visible.
2. Laying from the top:
Ideal when the cladding is to reach a precisely defined height.
It allows for a better adjustment of the top edge, which is important in visible places, such as above the kitchen counter.
It allows you to precisely adjust the tiles in relation to the level.
The choice therefore depends on the specifics of the project and the aesthetics you want to achieve.