A BIGGER SPLASH: Water — whether dappling skin, dampening clothes so they cling or splashed on faces — is becoming a recurrent element for the new Loewe by design duo Jack McCollough and Lazaro Hernandez.
Following up on their wet and wild teaser images last September of young actors cavorting around a swimming pool, Loewe has created a new campaign based on Songkran, the Thai New Year’s celebration that has been likened to a nationwide water fight, though its rituals are meant to symbolize cleansing, reverence and good fortune.
Songkran falls on April 13 every year, but the holiday period extends through to April 15.
Pimchanok Luevisadpaibul, nicknamed Baifern, wearing Paula’s Ibiza.
Courtesy of Loewe
The new campaign, comprising still images and videos, features actress Pimchanok Luevisadpaibul, known by her nickname Baifern; actor and singer Tawan Vihokratana, nicknamed Tay — both are Loewe ambassadors, too — and actor and model Phuwin Tangsakyuen, deemed a friend of the house.
It underscores the explosion of interest in Thai celebrities, which have been dominating social media during European fashion weeks the past few years.
All three — depicted dry — wear looks from Loewe’s spring Paula’s Ibiza collection, which is launching around mid-April. They lounge on plastic chairs and pose on the streets — or sometimes in tile stairwells that may or may not lead to something wet to dive into.
The Dok Khoon charm, based on a flower.
Courtesy of Loewe
Narrated by musician Manoch Puttal, the videos depict the trio of young stars returning home by train or car to visit family, water flowers and reflect on the year ahead.
Loewe bills the Songkran-focused campaign as a first for a luxury brand, with the Dok Khoon charm offered exclusively in Thailand, where the Spanish brand operates three boutiques, all in Bangkok.
The leather charm, modeled after the blossoms of the Cassia fistula tree, can hold small items like earbuds, or perhaps an herbal inhaler, which are popular in the Asian nation.
Tawan Vihokratana in the new Loewe campaign around Songkran.
Courtesy of Loewe
