PHOTO COURTESY OF LOEWE
Loewe marks Songkran with a Dok Khoon charm, capturing the spirit of Thailand’s beloved festival. Songkran is a time of renewal, where incense fills quiet corners and offerings overflow at temples. At the same time, families gather for meaningful rituals. Meanwhile, city streets come alive with water and laughter, blending joy with reflection.
This year, Loewe channels that energy into a project that feels both personal and festive. The focal point of the campaign is a golden-yellow talisman inspired by the Cassia fistula. Known as Thailand’s national flower, it symbolises prosperity and good fortune.
The Dok Khoon charm is a bright little marvel, thoughtfully designed for both form and function. You can slip in a Yadom Thai herbal inhaler, AirPods and other daily essentials, and you’re ready for whatever the season brings. Practical yet playful, it remains rooted in tradition while feeling entirely modern.
PHOTO COURTESY OF LOEWE
Loewe's Songkran story unfolds through three familiar faces. Actress Baifern and actor-singer Tay Tawan, both brand ambassadors, lead the narrative. They are joined by rising star Phuwin, a friend of the house. Together, they appear in gentle moments, guided by the warm, reflective voice of Manoch Puttal, a legend of Thai music.
This season, Loewe sends an invitation to pause, gather and celebrate the lightness and optimism that define Songkran. Exclusive to Thailand, the Dok Khoon charm launches on 1 April alongside selected Paula’s Ibiza 2026 pieces.
