By The Fashion Editorial Team
As Thailand welcomes the traditional New Year of Songkran, LOEWE marks the occasion with a special campaign featuring Paula’s Ibiza. Centered on the spirit of reunion, the campaign brings into focus a locally exclusive piece: the Dok Dhoon charm.
Thailand’s national flower, the golden blossoms of the Cassia fistula tree, signal the arrival of Songkran and symbolize prosperity, renewal, and good fortune. Reflecting this sentiment, the campaign stars three Thai talents, Pimchanok “Baifern” Luevisadpaibul, Tawan “Tay” Vihokratana, and Phuwin Tangsakyuen, who in the campaign film return home to celebrate the New Year with their loved ones. Narrated by Manoch Puttal, the accompanying film offers a heartfelt tribute to travel, reunion, and the quiet joy of shared moments.
Designed to hold small everyday essentials, such as a traditional Thai yadom inhaler, the Dok Dhoon charm embodies LOEWE’s fascination with objects that exist at the intersection of craft, ritual, and daily life. Launching exclusively in Thailand from April 1, the charm is presented alongside a selection of light, optimistic pieces from the LOEWE Paula’s Ibiza 2026 collection.
