Loewe Fall 2023 Japan Men's Ad Campaign

Review of Loewe Fall 2023 Japan Men’s Ad Campaign by Photographer Arnaud Lajeunie with Talent Kenshi Yonezu

Loewe continues its exploration of the blurred lines between life and art with a new Fall 2023 Men’s campaign focused on the Japanese market. The campaign was shot by photographer Arnaud Lajeunie.

The special campaign sees Lajeunie turn his camera on Kenshi Yonezu, a popular Tokyo-based singer songwriter who brings a distinctly idiosyncratic flavor to his pop compositions. Lajeunie captures the artist in an interior space where home music studio and bedroom spill into one another. Yonezu is thus caught in intimate moments of creation and introspection, the imagery lifting a curtain on the creative process while blurring the lines between making art and simply living.

It’s an honor to collaborate with Kenshi Yonezu, one of the most influential music artists in Asia. I often explore themes of male sensibility in the collection, and I think the ambiguous, introspective energy of Kenshi’s music naturally resonates with this aspect of Loewe menswear. With LOEWE celebrating 50 years in Japan, the timing is also perfect. We look forward to continuing this kind of meaningful cultural dialogue.”
– Jonathan Anderson, Loewe Creative Director

Alongside the release of the imagery, the campaign will be brought further to life with in-store activations and pop-up spaces at Loewe’s Omotesando and Casa Loewe Tokyo boutiques.

As everyone knows, Asia has seen and is continuing to see huge growth in its luxury consumer base, and fashion brands have been eager to capitalize on this demographic expansion, especially with regards to young shoppers. Teaming with exciting local talent and investing in a specific location is a great way to make this push in a more resonant and meaningful way.

Here Loewe has done just that, and executed it with an intimate and evocative set of imagery that perfectly brings two creative worlds together.