Water has become something of a recurring motif for Loewe under design duo Jack McCollough and Lazaro Hernandez — and for their latest campaign, they’ve leaned into it with cultural intention. The brand has created a new campaign built around Songkran, the Thai New Year celebration that falls on April 13 and runs through April 15, known for its water rituals symbolising cleansing, reverence and good fortune.
The campaign, comprising still images and video, features three Thai stars: actress Pimchanok Luevisadpaibul, known as Baifern; actor and singer Tawan Vihokratana, known as Tay — both Loewe ambassadors — and actor and model Phuwin Tangsakyuen, a friend of the house. Narrated by musician Manoch Puttal, the videos follow the trio returning home by train and car to visit family, water flowers and reflect on the year ahead. All three are shown wearing looks from Loewe’s spring Paula’s Ibiza collection, which launches around mid-April, lounging on plastic chairs and posing on city streets and tiled stairwells.
Loewe is billing the campaign as a first for a luxury brand in its approach to Songkran. Alongside it, the brand is releasing the Dok Khoon charm — a leather accessory modelled after the blossoms of the Cassia fistula tree — exclusively in Thailand, where Loewe operates three boutiques, all in Bangkok. Small enough to hold earbuds or a popular Thai herbal inhaler, the charm is both a functional accessory and a cultural nod.
The campaign also reflects a broader shift in luxury fashion’s attention toward Thai celebrities, who have been commanding significant social media presence during European fashion weeks in recent years.