LOEWE FW21 | Exploring Happiness

The FW21 precollection pays homage to the life and work of American artist and writer Joe Brainard, part of the legendary New York School of the 1960s. Inspired by Brainard’s words, ‘Happiness is nothing more than a state of mind’, we follow Mari Natsuki, Tsubasa Honda and Matsuda Shino as they explore their personal philosophies and unique pursuit of happiness. Directed by Yu Nakajima, the campaign film features music by acclaimed drummer Shun Ishiwaka, part of an exciting new generation of Japanese jazz musicians. Starring Mari Natsuki, Tsubasa Honda & Shino Matsuda Directed by Yu Nakajima Music by Shun Ishiwaka