Shino Matsuda: "A good wave won't come to those who only wait"

Three high-profile Japanese women - singer/dancer Mari Natsuki, actress/model Tsubasa Honda and top surfer Shino Matsuda - explore their understanding of happiness in this piece from LOEWE. The Spanish luxury fashion house says the campaign pays homage to the life and work of American artist and writer Joe Brainard, part of the legendary New York School of the 1960s. His words ‘Happiness is nothing more than a state of mind’ underpin the visual and narrated snippets from the women. The promotion of LOEWE's Autumn/Winter 2021 collection is directed by film-maker Yu Nakajima and features music by acclaimed drummer Shun Ishiwaka, part of an exciting new generation of Japanese jazz musicians. What do you think of this exploratory, laidback and conversation-style campaign? Do you feel you learn something about another culture by listening to the women, or are you just focused on the LOEWE collection pieces? Like other luxury brands, LOEWE favours story-telling around cultural topics to appeal to its Asian audience, which places a high value on traditions, national folklore, and generational wisdom.

Keywords: LOEWE FW21, luxury fashion, Japanese culture, luxury clothing Japan, Japanese jazz, Shino Matsuda, Mari Natsuki, Tsubasa Honda, Shun Ishiwaka