LOEWE is one of the world’s major luxury houses, founded in 1846 in Spain, and known for its quality and craftsmanship in pieces including but not limited to leather goods, clothing, perfumes and other fashion accessories. Their collaboration with artisanal ceramicist studio Suna Fujita epitomises luxury brought to life through exceptional craft.

Spanish luxury house LOEWE partnered with Suna Fujita, a ceramics studio based in the outskirts of Kyoto in Japan, whose forestry, natural landscapes and animals inspire the ceramics and the stories painted on them. While separated geographically, the two creative powerhouses came together based on their mutual love of storytelling and dedication to artisanal craft. Suna Fujita are known for their hand-painted ceramics and have exhibited in galleries across Japan, while LOEWE’s artisanal point of view has been at the luxury brand’s core since its inception in 1846, where Madrid’s ateliers and master artisans have since combined their immense technical knowledge with an innovative approach.

With the Holidays in mind, LOEWE’s objective was to take their dedication to craft to the next level, rejecting the characteristic mass production and garishness of Christmas and replacing it with something delicate, fantastical, whimsical and perfectly crafted. LOEWE needed to showcase its luxury and dedication to craft in a new way, and a partnership with one of Japan’s most intricately creative studios could provide the craftsmanship that could take it to the next level.

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.

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.