LOEWE‘s Fall/Winter 2023 men’s collection has made a striking appearance with a fresh new campaign captured through the lens of the acclaimed French photographer Arnaud Lajeunie. The campaign features Kenshi Yonezu, the Japanese era-defining singer-songwriter, and artist, known for his multifaceted creative talent, embodying the latest LOEWE designs.
Kenshi Yonezu: A Rare Glimpse
Yonezu, an influential figure in both the domestic and international music scenes, strikes a chord in the new campaign, offering a rare glimpse into his personal creative space. Surrounded by novels, comic books, and memorabilia that shaped his youth, Yonezu appears in a series of artistic photographs, giving an insight into the creative identity that contributed to his success.
From the impressive metal angel wings protruding from a studded shirt to the soft, twisted coat exquisitely crafted from nappa lambskin, and the brand’s signature lace-up derby shoes with exaggerated round toes, the collection captures the imagination. Yonezu is also portrayed lounging on a bed in pixelated jeans and a denim jacket, pondering in front of a piano in a workwear jacket crafted from nappa lambskin, and wandering on tatami in a vividly green draped cardigan.
Kenshi Yonezu‘s incredible journey in the music industry has left a mark with hits like “Lemon,” setting records and dominating Billboard Japan’s song of the year for two consecutive years. In 2023, he continued his artistic expansion by writing “Spinning Globe,” the theme song for the latest Studio Ghibli film directed by Hayao Miyazaki, “The Boy and the Heron.” Kenshi has over 7 million monthly listeners on spotify.
Loewe Signature Details and Pop-In Spaces
LOEWE’s mastery of design shines through in still life images capturing the bi-color Puzzle Fold tote, the bright red mushroom-patterned Puzzle bag, the Cubi Crossbody bag, and other small leather goods.
Fans of LOEWE and Yonezu alike can experience the campaign in real life through pop-in spaces at LOEWE Omotesando and CASA LOEWE Tokyo from August 16–23, where the imagery and artisan-crafted metal wings from the FW23 runway will be displayed. The campaign’s nationwide takeover extends to outdoor spaces and even graces the cover of Highsnobiety Japan, with an editorial feature set to be released on September 1.
A Note from Creative Director Jonathan Anderson
This collaboration is all the more significant as LOEWE celebrates 50 years in Japan, making the timing perfect for this cultural dialogue. Anderson’s visionary leadership and Yonezu’s creative genius converge in this campaign, celebrating not just fashion but the essence of artistic expression.
JW Anderson, LOEWE’s creative director, and the force behind the innovative direction of the brand, expressed his excitement about collaborating with Yonezu. Anderson said, “It’s an honour 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.“
LOEWE’s Japan shoot for the Fall Winter 2023 collection encapsulates the brand’s innovative fashion ethos, blending it seamlessly with the world of music and art. The collaboration with Kenshi Yonezu under JW Anderson’s creative direction is a memorable tribute to creativity, craftsmanship, and cultural resonance, making these photos a moment to remember in the brands archives.
Discover the complete LOWE Japan Fall Winter 2023 campaign with Kenshi Yonezu in our gallery:
