Loewe continues to embrace Southeast Asia’s vibrant culture.
Baifern
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- Tawan
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- Phuwin
Held on April 13 each year, Songkran marks the traditional start of the Thai new year. The festival is a joyous occasion of food, family, games, and music. People travel home, gathering to pay respect to their elders and ancestors; and water is splashed around as a symbol of cleansing and an invitation of luck and good fortune in the coming year. Loewe joins in the celebration, with a cinematic campaign starring Tay Tawan, Phuwin Tangsakyuen, and the March 2026 digital cover star of Harper’s BAZAAR Malaysia, Baifern Pimchanok. The short film is narrated by Manoch Puttal, a renowned musician and radio personality.
This move further strengthens Loewe’s hold in Southeast Asia. It recently held an exclusive Spring/Summer ‘26 preview in Singapore, attended by Phuwin Tangsakyuen and Film Rachunan. The prestigious Loewe Foundation Craft Prize 2026 has also partnered with National Gallery Singapore, the leading visual arts institution and the largest modern and contemporary art museum in Southeast Asia. This edition marks the first time creative directors Jack McCollough and Lazaro Hernandez will sit on the jury; and the winner’s work will be featured at the National Gallery Singapore when announced on May 12, 2026.
Watch Loewe’s Songkran 2026 campaign film below.
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