KENSHI YONEZU, adored singer-songwriter from Japan, stars in Loewe’s latest campaign for their autumn-winter 2023 menswear collection. Being an overwhelmingly popular artist, Yonezu’s hit single Lemon captivated listeners and was Japan’s song of the year for two consecutive years.
As for his latest musical endeavour, Yonezu has written Spinning Globe, a song for the new Studio Ghibli film, The Boy and the Heron, further expanding his impressive repertoire.
Despite being a songwriter, Yonezu is not limited to only creating music. As a multidisciplinary creative, Yonezu has illustrated album covers, directed shoots, and produced music videos.
Throughout the Loewe campaign, Yonezu is seen posing alongside many comics, novels and other childhood keepsakes, which have all played a pivotal role in his career as a creative.
With Loewe celebrating 50 years in Japan, the campaign comes at an opportune moment for the brand. Jonathan Anderson, creative director of Loewe, said: “It’s an honour to collaborate with Kenshi Yonezu, one of the most influential music artists in Asia. I often explore themes of male sensibility in the collection, and I think the ambiguous, introspective energy of Kenshi’s music naturally resonates with this aspect of Loewe menswear.”
Posing in artisan-crafted metal angel wings, captivating pixelated jeans, studded shirts and more, Yonezu embodies the contemporary Loewe aesthetic.
Shot by Arnaud Lajeunie, the famed singer is also seen sporting lace-up derby shoes with particularly round toes – a Loewe classic. Focusing not only on Yonezu, the campaign features still-life shots demonstrating new items such as the latest Puzzle Fold tote.
Loewe, being host to many impressive in-store events throughout the years, will be hosting pop-ups at Loewe Omotesando and CASA Loewe Tokyo from August 16th to August 23rd in order to impart the campaign in a more visceral and accessible way.
Additionally, the campaign will be exhibited at many outdoor spaces and will be in the next edition of Highsnobiety Japan – released on the 1st of September.
by Sophie Richardson