Spanish luxury brand LOEWE collaborated with Suna Fujita, an undiscovered Japanese ceramicist duo from the countryside of Kyoto, for a special collaboration. The brief was to create a collaboration and launch it with a campaign that honoured the artisanal craft of the ceramic studio, connecting with them authentically and showing off both the artists and the artistry.

LOEWE teamed up with Kyoto-based production studio Suna Fujita for a highly-exclusive collection based on five key ceramics from the ceramicists’ archive. Elements and scenes from these five ceramics were distributed across different pieces in the collection, coming together to express the ceramicists’ world.

Beyond the global luxury fashion target, by partnering with the artisan ceramicists, LOEWE were able to appeal to lovers of artisanal, handmade goods. Also, given that the studio is based in Japan, the objective for the campaign was also to increase the LOEWE fanbase in this market and Asia more broadly.

The execution was launched globally and reached as far as possible. The core collection saw the Suna Fujita universe come to life on a collection of bags, jumpers, accessories and more, using intricate techniques that LOEWE is known for such as intarsia, used for leather texture. Embroidery added relief, refined printing techniques created Japanese landscapes with glossy layers, and even inner linings were treated with care and reflected the studio’s whimsical stories. Special packaging, including boxes, ribbons and tags, as well as a special pop-up holiday storybook meant the campaign lived beyond the collection itself.

Special animations were made for 3D screens in prime locations: London, Shanghai and Tokyo.

The world was brought to life in a stop-motion film crafted by hand from needle-felted wool. LOEWE even created a documentary that showcased the life and work of the duo behind the artisanal ceramicists’ studio.

For the campaign overall, press coverage included features in titles such as Hypebeast, L’Officiel, Milk, Nylon, Grazia and more. The LOEWE x Suna Fujita collection was core to the first ever issue of the LOEWE fanzine, whose 85K copies were out of stock within 24 hours.

Engagement and sentiment were strong: across Instagram, TikTok, X, YouTube, Twitter, LinkedIn, organic impressions reached 17.4M, organic engagements reached 1.6M and video views soared to 11.1M. The collection activated LOEWE’s Japanese audience: the market provided the highest mention and share count.

The collection drove increased traffic during the Christmas period: gifting season search sessions were up 45% versus 2023, with a 35% increase in revenue.