The Spanish luxury brand Loewe has collaborated again with the Japanese ceramics studio Suna Fujita. The second collection, once again launched with a view to the Christmas season, translates the magical universe of the artists into a new series of ceramic pieces, clothing, footwear and fashion accessories.

Available since November 14, the new collaboration changes the pandas, penguins, lemurs and mandrake roots of the previous collection, for whales, squid, hamsters and rabbits and underwater journeys. All of them move, with a notable bet on craftsmanship and detail, to bags, scarves, wallets or Christmas decorations.

Like the previous collection, whose communication and marketing campaign achieved the Grand Prix of the Luxury & Lifestyle category at Cannes Lions 2024this second collaboration has also transferred Suna Fujita’s creative universe to the campaign. Thus, a piece has been created directed by director Joseph Wallace and produced by Curate Films, who are committed to the art of hand-carved puppets.

As can be seen, a girl travels through different environments, which evoke the different fantastic worlds by Suna Fujita. In just over a minute, and in a single take, three different scenarios are covered before the camera zooms out to reveal the entire magnificent ensemble working in perfect harmony and the name of the brand.

Art in the campaign

Continuing with the strategy used last year, the communication of this collection will also have diverse and varied activations that will convey the art of Suna Fujita and Loewe’s commitment to craftsmanship in different formats. Thus, on social networks he has shared the creative process behind the audiovisual piece.

Emphasizing Loewe’s commitment to craftsmanship, an attribute that the brand maintains constant in line with the previous campaign, it has also shared the creation process of some of the pieces of the new collection. Specifically, it has released a video of the making of the limited edition Submarine Bag.

Loewe is also highlighting some of the new creations with audiovisual pieces focused on the product, but that are also set in fantastic worlds enlivened with puppets. He has also shared product photographsto bring consumers closer to the details of the job.

The new collection also stars in the new installment of the quarterly magazine by Loewe, and includes stickers to exchange, a poster or a report on the second collaboration with Suna Fujita. Likewise, it has also created digital wallpapers and special edition packaging for the holidays inspired by the fascinating landscapes of Suna Fujita, which will be available for online and in-store purchases.

Continuation of the commitment to craftsmanship

In this way, Loewe continues working on building your brand, something that in the luxury category they consider essential for the survival of the business, as its managers stated during the celebration of Cannes Lions Insiders, the meeting organized by reason.Why last July to analyze the passage of the Spanish creative industry through the international festival.

“For all companies, working on the brand is essential, but for luxury it is survival. The function of a 30 euro bag is the same as that of a 3,000 euro one. The difference is made by emotion”Laura Gómez, Senior Marketing Projects Manager at Loewe, commented then.

Regarding the first collaboration with Suna Fujita, the brand stated that it was born from Loewe’s passion for craftsmanship, an element of the brand’s DNA, and it was a challenge, since it required finding the balance between Loewe’s luxury brand nature and a creative proposal.

“We wanted to transfer the love for craftsmanship that we share with this couple of Japanese ceramists, not only to the product, but to the campaign, and reflect the creative and artisan process, making things with time and dedication, delicacy and detail in all the pieces.”, commented Laura Gómez. “The greatness has been creating such a complete campaign, with very different assets and highlighting the value of things done well.”.

Here you can see the full conversation about the Loewe Grand Prix at Cannes Lions 2024: