LOEWE | LOEWE x Suna Fujita | 2024
A Kyoto Pottery Studio Rewrote the Definition of Luxury / LOEWE "LOEWE x Suna Fujita"
A husband-and-wife pottery studio in a small town in Kyoto, and LOEWE, the Spanish luxury brand. This pairing won the first-ever Grand Prix in the Luxury & Lifestyle category in Cannes Lions history.
The problem
Under creative director Jonathan Anderson, LOEWE has spent seven years remaking what "modern luxury" means. Their approach shows it not through logos or price tags, but through respect for craftsmanship. Suna Fujita is a Kyoto ceramics studio run by Shohei Fujita and Chisato Yamano. The two make hand-painted vessels covered in dancing pandas and penguins, inspired by life with their son and their dog.
The insight
The jury president praised the project for showing "respect for another culture, and a fusion of traditional craftsmanship with modern design." Luxury isn't about selling something expensive—it's about expressing a worldview through who you choose to work with. The very choice of an unknown Kyoto studio was LOEWE's answer to that question.
The idea
They let Suna Fujita's creatures crawl directly across LOEWE's bags and clothing. These weren't prints—each creature was stitched into the leather by hand, like a piece of craft. The project also included wool-felt stop-motion animation, 3D folding screens set up on street corners, a documentary following the couple's daily life, and even a pop-up picture book.
What happened
At Cannes Lions 2024, the project won the very first Grand Prix in the newly created Luxury & Lifestyle category. Part of the proceeds was donated to Save the Children to support education.
Afterthought
LOEWE could have safely made headlines by teaming up with a big name. Instead, they found a couple quietly firing pottery in Kyoto and introduced them to the world with full conviction. That ability to spot something special is exactly what earned them the first-ever Grand Prix.
Awards
- Cannes Lions Grand Prix 2024
