Art direction for the campaign celebrating the 50th anniversary of LOEWE in Japan. The campaign draws inspiration from Kasou Taishou, a popular Japanese costume competition show renowned for its rich creativity and mass appeal. Loewe’s items are presented through the Japanese aesthetic concept of Mitate, a creative reimagining that resonates with all audiences. 

At its core, the campaign poetically likens LOEWE’s 50 years in Japan to the growth of cherry blossoms. This unique blend of LOEWE creations and Japanese traditions includes a traditional mochi-pounding scene, a hammock bag dancing under the night sky, and a raw yet striking set constructed from corrugated cardboard.