It’s been 10 years since the (now previous) designer Jonathan Anderson revealed the iconic Loewe Puzzle bag to the world. With 10 years of innovation, reinvention and innovation, comes a worldwide celebration that equally returns that invigorating energy. Here in the heart of Bangkok, the house launches the Puzzle 10 Pop-Up at Siam Paragon’s Hall of Fame. The event featured confetti-filled windows and mirror-clad pedestals that showcased one of the 19 Re-Edition Puzzle bags from previous seasons, as well as the launch of a new variation of the it-bag: the Puzzle Confetti.
Beyond simple reissues, these bags encapsulate the defining moments in the evolution of the Puzzle. Each bag tells a story that is rooted in the bag’s creative milestones, a reflection of previous season’s themes and constantly challenging (and being triumphant!) in terms of technical and artisanal innovation.
A big compliment to these bags are, of course, accessories, and the best kind are the new Puzz Charms that you can purchase to accompany your bag. These meticulously crafted mascot charms come in an assortment of 20 designs, each of which are variants of the different facets of the Puzzle.
To go along with the festivities comes a dazzling roster of guests to round out the event. Pictured above with brand ambassador Baifern Pimchanok are the the two newly-minted ambassadors Tay Tawan and Phuwin — both already familiar faces at many of the brand’s events prior. Other notable attendees include Milk Pansa, Mabel Suchada, as well as T-pop group BUS’ Jinwook. This wasn’t just a celebration of craft and design, but also a rare opportunity to connect with the stars and the brand, all converging in one space.
Once you are done with this story, click here to catch up with our June/July 2025 issue.