In 2023, Loewe celebrates the 50th anniversary of its expansion into Japan from the opening of the first store in Japan in 1973, and has unveiled a commemorative campaign inspired by the “Masquerade Award”.

In the campaign, focusing on the story of cherry blossoms, “Loewe” and Japan’s 50 years are superimposed on the appearance of cherry blossoms until the flowers bloom, like Kanoko Okamoto’s poem “Sakura”. A 50th anniversary bag collection “TOKYO 1973”, the year of the rabbit capsule collection, the new bag “Paseo”, the 2023 spring/summer men’s collection, etc. also feature.