Jade masters carve out new year pendants

Renowned photographer David Sims captured the imagery for this campaign, featuring Chinese actress and the newly appointed global brand ambassador for LOEWE, Yang Mi. The promotional short film showcases the beauty of Chinese jade carving craftsmanship and provides a glimpse into the creative process of the commissioned jade carvers.

LOEWE also invited the three jade masters to have conversations with other experts, historians, writers and influential local cultural figures in Shanghai, Beijing, and Chengdu.