Loewe x Suna Fujita (case study)

Bringing a whimsical magic to the festive season, the SS24 pre-collection featured a collaboration with Kyoto-based ceramic studio Suna Fujita, founded by artists Shohei Fujita and Chisato Yamano. Suna Fujita's artwork drew on imagination, childhood memories, and life with their son and pet dog to create hand-painted stories on ceramics such as teapots, cups, and plates.
A menagerie of pandas, penguins, lemurs, otters, mandragora roots, and their human friends were transported from the duo’s ceramic pieces to artisan-crafted bags, ready-to-wear, and accessories. Bags including the Hammock, Puzzle, Flamenco, and new LOEWE Font tote were embellished with Suna Fujita's unique characters-they clambered across sumptuous leather, scaled straps, and peeked out from linings.
LOEWE donated part of the proceeds from every LOEWE x Suna Fujita purchase to Save the Children's Education in Emergencies program, which works to guarantee safe learning environments for children in humanitarian crisis situations around the world.
AWARDS
Cannes Lions 2024
- Luxury & Lifestyle Grand Prix
CREDITS
Brand: Loewe, Madrid (Spain).
Ceramic Studio: Suna Fujita, Kyoto (Japan).
Artists: Shohei Fujita and Chisato Yamano.
Production Companies: Andrea Animates (Port Townsend) and Output (Shanghai).
Post Production Company: Andrea Animates (Port Townsend).
Director and Animator: Andrea Love.
Media Agencies: Assembly (London), Loewe (Madrid), Ocean Outdoor (London), Screenbase (Paris), and Zhongxi Media (Xianggangdao).