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LOEWE x SMISKI: HIDDEN IN PLAIN LUXE
PROJECT OVERVIEW
2025
A conceptual collaboration that merges LOEWE's artisanal luxury with Smiski’s playful mystery, creating a collection where high-fashion meets hidden whimsy.
THE IDEA
A hidden world of playful charm meets the art of luxury
THE OPPORTUNITY
Introducing a fusion between high luxury fashion and collectible toy culture, which highlights LOEWE’s artisanal heritage with Smiski’s nostalgic charm to bridge the gap between fashion and pop culture driving commercial success and relevance.
THE PROCESS
The challenge was to create products that weren't a printed monogram but captured the charm and versatility of the figures that fit perfectly within the brand identity and products offered at LOEWE
Brand & Cultural Research: Analyzed both brands’ identities, partnerships, and shared values, alongside cultural trends in nostalgia, collectible culture, and personalization.
Trend Analysis: Researched the PEST analysis, macro and micro trends and did a trend analysis with WGSN of the industry and consumers
Consumer Insights: Identified opportunities to use the mysteriousness of collectible culture and whimsy as an emotional connection while maintaining artisanal luxury of LOEWE
Strategic Positioning: Developing Hidden in Plain Luxe, a limited edition collection that celebrates playfulness, imagination, & nostalgia.
Launch Plan: Creating a well curated launch plan with something mysterious taking place each month of the launch plan.
THE OUTCOME
Charm accessories Smiski Edition | Fragrances | Exclusive Gachas
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