This April, as Thailand celebrates Songkran, the traditional New Year defined by water rituals of cleansing and renewal, LOEWE unveils a new campaign rooted in the spirit of the festival. It’s a joyous occasion of food, family, games, and music. Families gather, temples welcome visitors, and gestures of respect guide the pace of the holiday.
For Songkran 2026, LOEWE joins in the celebration with a campaign centred around this year’s Paula’s Ibiza collection, capturing the atmosphere of reunion, movement, and celebration. The campaign follows the journey of three Thai talents returning home to celebrate Songkran with their loved ones. Actress and LOEWE brand ambassador Baifern Pimchanok, actor, singer, and LOEWE brand ambassador Tay Tawan, and actor and singer Phuwin Tangsakyuen, friend of the House, embody three personal interpretations of the homecoming ritual that defines the festival.
Narrated by Manoch Puttal, a seminal figure in the Thai music scene, renowned musician, singer-songwriter and radio personality, the campaign film unfolds as a voice that resonates across generations. Known for his distinct storytelling and reflective tone, Puttal brings depth and familiarity to the story, guiding moments of travel, reunion, and quiet time shared between family and friends.
At the heart of the project is a locally exclusive piece – the Dok Khoon charm, inspired by Thailand’s national flower: the golden-yellow blossoms of the Cassia fistula tree signal the arrival of Songkran and have long symbolised prosperity, renewal, and good fortune.
Rendered in a vibrant palette recalling these seasonal blooms, the charm is conceived as a versatile object designed to hold small everyday essentials – from a traditional Thai yadom inhaler to personal items such as AirPods. Both functional and symbolic, it reflects the House’s ongoing interest in objects that exist at the intersection of craft, ritual, and daily life. The charm has launched exclusively in Thailand, alongside a curated selection of LOEWE Paula’s Ibiza 2026 pieces that echo the colour, lightness, and optimism of the season.
Watch the campaign film below:
