Founded in Madrid, Spain, luxury brand Loewe is celebrating 50 years in Japan this year, and is announcing a campaign inspired by the "Cosplay Grand Prix" (Masquerade Ball) to show its utmost love and respect for Japanese culture. The video work, "50 Years of Sakura," features supermodels led by actor Yosuke Kubozuka, dressing up as cherry blossoms in full bloom, with a total of 150 bags and accessories representing leaves, buds, and flowers to celebrate the brand's 50th anniversary.





Filled with the splendor of wholeheartedness and creative energy, LOEWE celebrates its 50th anniversary in Japan. Founded in Madrid, Spain in 1846 and opening its first store in Japan in 1973, Loewe has long been fascinated by Japanese art and culture. To celebrate its 50th anniversary, the brand is unveiling a campaign inspired by the "Costume Grand Prix," a festival with a history spanning nearly half a century that continues to be a rich platform for popular artistic expression. The campaign's central theme is the story of cherry blossoms, a long-loved symbol of Japanese culture. Like Kanoko Okamoto's poem "Sakura," the cherry blossoms sprout, grow, and blossom with all their might, representing 50 years of Loewe and Japan. Other scenes include a traditional "mochi pounding" (rice cake pounding) and a small piece of a hammock bag dancing in the night, all of which are depicted by a crew of 119 people and 150 Loewe items. The rugged cardboard set sparks imagination, highlighting the "under-the-radar" (stagehands) as an essential part of the creative process.


Many cast members, including models Kanon Hirata and IO, participated in the costumes. Internationally acclaimed actor Yosuke Kubozuka also made a guest appearance. The Black Peppers also contributed to the production.


The calligraphy for "Welcome the New Year" that appears in the cherry blossom footage was created by calligrapher Tomoko Kawao, with whom the brand has collaborated in the past. Among the countless products projected, the centerpieces are the "TOKYO 1973" bag collection commemorating the brand's 50th anniversary, the Year of the Rabbit capsule collection, the new "Paseo" bag, and the SS23 men's collection, which attracted attention for its grass-covered clothing.


We would like to express our heartfelt respect and gratitude to the people of Japan, a special country that has been LOEWE's greatest supporter, endless inspiration and stimulating collaborator.
"Let's be overflowing with energy this year as well."

Campaign page
https://www.loewe.com/jap/ja/stories-collection/tokyo-1973.html

"50 Years of Sakura" Main video

https://youtu.be/64CIG26cSuA
50th Anniversary Limited Edition Bag Collection "TOKYO 1973"

The limited edition bag collection "TOKYO 1973" celebrating the 50th anniversary is now on sale. The Puzzle Small, Hammock Compact, and Amazona 23 have been specially redesigned, and the year Loewe launched in Japan is embroidered on the jacquard strap. Available in two colors: onyx blue and ash gray. Five styles are available. Pre-sale begins on Thursday, January 5th at the online store and Nihonbashi Mitsukoshi. It will be available in all stores from January 12th.


LOEWE Exhibition "50th Anniversary of Japan: Paseo – Inheritance and Future"
This special exhibition marks the beginning of Loewe's 50th anniversary in Japan. It traces the path from the past to the future, using the new "Paseo" bag as a starting point. In addition to Paseo, "TOKYO 1973" will also be available for pre-sale at the venue.