Loewe
Puzzle
The challenge
Driving Innovation in Luxury
Loewe needed a non-traditional, social-first approach to launch the Squeeze bag. To elevate the bag to instant icon status among women aged 18+, traditional ads and standard influencer placements wouldn't cut it. The launch had to be as playful and crafted as the product itself.
Sense the
Opportunity
Culture thrives where reality and imagination collide. We were competing not just with luxury peers, but with fashion content that digital natives already love and crave.
We saw an opportunity to move beyond traditional luxury tropes by pairing diverse creators with a digital artist to create platform-native content that felt both premium and authentic.
Moving beyond traditional luxury.
Creating creative collisions
Shape the Concept
We handpicked three fashion creators and paired them with a craft creator to create content together using new cutting-edge production techniques.
To find a point of view that felt both premium and authentic, we hosted collaborative workshops across four time zones during Fashion Week. These "creative collisions" empowered creators to own the narrative.
Scale the impact
The result was visually compelling creative that not only celebrated the Squeeze bag's craftsmanship but stayed true to the brand's heritage.
The campaign achieved a 10% engagement rate. 10X the industry benchmark.
The Results
29m
Total impressions
10%
Engagement rate
420k
Engagements
