LOEWE introduces a new project for April 2026 as Thailand prepares for Songkran, the traditional New Year defined by water rituals tied to cleansing and renewal. Families gather, temples welcome visitors, and gestures of respect guide the pace of the holiday.
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The campaign follows three Thai talents as they return home for Songkran. Actress and LOEWE brand ambassador Pimchanok “Baifern” Luevisadpaibul, actor, singer, and LOEWE brand ambassador Tawan “Tay” Vihokratana, and actor and singer Phuwin Tangsakyuen, a friend of the House, each present a personal view of homecoming.
LOEWE approaches Songkran through the idea of return. Travel gains meaning through time spent with those closest to us, and the act of coming home defines the season. For Songkran 2026, the House builds its campaign around Paula’s Ibiza collection, using it to frame movement, reunion, and shared experience. The project introduces a locally exclusive object that anchors the narrative in Thailand.
The Dok Khoon charm takes its name and form from Thailand’s national flower, the Cassia fistula. Its golden-yellow blossoms mark the arrival of Songkran and carry associations with prosperity, renewal, and good fortune. LOEWE translates this reference into a vivid yellow palette that reflects the season and its visual language.
The charm serves as a compact holder for small essentials, carrying items such as a traditional Thai yadom inhaler or personal objects like AirPods. Its design connects daily use with cultural reference, positioning the object within routines shaped by both necessity and meaning. LOEWE launches the Dok Khoon charm exclusively in Thailand on April 1. The release coincides with a curated selection of Paula’s Ibiza 2026 pieces, chosen to reflect the color and atmosphere associated with Songkran.
Manoch Puttal narrates the campaign film. As a musician, singer-songwriter, and radio personality, he holds a strong position within the Thai music scene. His voice guides the story across generations, bringing familiarity to each scene. His narration follows moments of travel, return, and quiet time shared between family and friends.
