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

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Shino Matsuda: "A good wave won't come to those who only wait" by Tree Elven on 23/08/2021
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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

Comments

I worked in a joint venture with Japanese colleagues in the 90s, Loewe was a client some time back then, I like jazz and drumming and I have a thing about surfing - both as activity and as metaphor - so I was quite excited at the prospect of this ad. Unfortunately it really didn't hang together for me. It probably didn't help that there was a lot of fast cuts, a cluttered soundtrack and lots of voice/subtitles to pay attention to. This leaves me in a Catch-22. I would need to watch the ad another couple of times to pick up the points that (I assume) are being made. But watching the ad the first time was a jarring experience that I'm not keen to repeat. I'm all for "eating my greens" but I need to have the sense that the greens will be good for me.
Stuart Harris at 24/08/2021 14:07

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