Launched last year, the Luxury Lions celebrate creative communications for luxury goods and experiences with work that brings an aspirational lifestyle to life. Recognising branded communications and solutions that drive business performance and brand loyalty, the Lion also recognises creativity and innovation that are rooted in craftsmanship.  

Crafted in collaboration with the industry, Cannes Lions recognised that this highly disrupted sector needed its own benchmark, so that we can move from driving awareness to recognising solutions that are changing business models and setting a new creative standard for a market in flux.  

In the Lion’s inaugural year, the Grand Prix went to ‘LOEWE x Suna Fujita’ for LOEWE by LOEWE, Madrid, Spain. The partnership between the Spanish luxury fashion house and Japanese artisanal ceramicist studio Suna Fujita gave birth to a highly exclusive collection of bags, jumpers, accessories and more that were inspired by the original world created by Suna Fujita.

About the work, last year’s Jury President, Charles Georges-Picot, CEO of Global Luxury Practice, Publicis Groupe, Global, said: “This year’s Grand Prix, the first ever in this new category, is awarded to LOEWE. Luxury is about quality and creativity. But it’s not enough: luxury Maisons also have a responsibility. Jonathan Anderson, their creative director since 2017, does all of that, and it drives results. He is able to blend traditional craftsmanship with contemporary design. Cultural engagement and sustainability are also key elements of his vision. It is the craftsmanship and attention to the tiniest detail that ultimately lifted this to Grand Prix. This campaign with Suna Fujita is a wonderful example of what LOEWE is doing so well.” 

For the Luxury Lions’ second year, Mathilde Delhoume-Debreu has been appointed based on her passion to build iconic brands through breakthrough creative ideas and exceptional craft that build business and elevate brand desirability. As the global brand officer for LVMH, her portfolio includes global iconic brands like Louis Vuitton, Christian Dior, Tiffany & Co, Bulgari, Hennessy, Sephora, and TAG Heuer, just 7 among its 75+ Houses and six core categories of operations.  

Cannes Lions is now open for Awards submissions until 10 April 2025. For complimentary support and to find out more about how to enter get in touch with awards@canneslions.com. The 72nd edition of the Festival takes place from 16 to 20 June in Cannes, France. Further information on the Awards, including entry kits, pass options, as well as the breadth of initiatives, funded opportunities and academies on offer, can be found at www.canneslions.com.