Cannes Lions 2024: Loewe inaugurates the Luxury & Lifestyle Grand Prix

Cannes Lions, the world’s largest gathering of advertising professionals in the wake of the International Film Festival, has awarded Loewe the Luxury & Lifestyle Grand Prix. The fashion house is the first luxury advertiser to win the award in the newly created Luxury & Lifestyle Lions category.

Celebrating the creativity, effectiveness and innovation of advertising campaigns around the world, the 71st Cannes Lions, which took place on the Croisette from June 17 to 21, 2024, created a major event by establishing a separate category entitled Luxury & Lifestyle Lions.


Loewe (owned by the LVMH group) is the first luxury brand to win the Grand Prix in this new category.


Its communication campaign, dedicated to the capsule collection designed with the Kyoto-based ceramics studio Suna Fujita, released last November, won the jury’s approval for its cheerfulness and poetry, as much as for its technical prowess and impact.


Craftsmanship in all its forms


While Hermès is undoubtedly associated with poetic universes and creative side-stepping, Loewe proved that it, too, has the makings of a storyteller, winning the Luxury & Lifestyle Lions Grand Prix at Cannes Lions 2024.


Loewe has created a video series to promote its capsule collection of leather goods and tableware created with Suna Fujita. The luxury brand used five pieces of pottery (teapots, cups and plates) from the Japanese workshop, depicting hand-painted stories, as the basis for a 360° brand activation.


Suna Fujita’s unique characters made of pandas, penguins, lemurs, otters and mandrake roots, accompanied by their human friends traditionally present on Suna Fujita’s ceramic objects, are transformed on social networks into dolls handmade from needle-felted wool and animated by director Andréa Love.



Beyond that, this naïve bestiary can also be found on bags, ready-to-wear pieces and accessories, featuring precious skills such as embroidery and marquetry.

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Featured Photo: © Loewe

Picture of Victor Gosselin
Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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