Fashion / Fashion Feature

LOEWE debuts a ‘My Neighbour Totoro’ collection

LOEWE x studio ghibli

When luxury fashion and cult Japanese animation combine, the resulting product is likely to be both nostalgic and current. This is exactly the outcome achieved with LOEWE X Studio Ghibli, a collaboration to release a capsule collection dedicated to the cult 1988 film, My Neighbour Totoro. 

As a child, I used to watch Studio Ghibli films when I stayed home from school sick. The same heartwarming, comforting approach the animation house is notorious for delivering, has now been translated into a collection featuring the iconic characters of My Neighbor Totoro and the peaceful and intricately animated landscapes they inhabit.

LOEWE x studio ghibli

The resulting offer, is a collection of this in the iteration of prints. Allover prints, jacquard intarsia and leather marquetry – also as hand-painted motifs or transformed into pom-poms, translated into shapes that are loose and relaxed. The prints feature across t-shirts, hooded sweatshirts, jumpers and culottes, but also biker jackets for a more elevated option. The collection is youthful, comforting, and necessary in today's landscape.

LOEWE x studio ghibli"

There is a natural longing for heartwarming feelings right now. We are all worn out and in need of something sweet and fulfilling. When I think of a movie that affords me that kind of solace, speaking just as directly to a child as it does to an adult, that movie is My Neighbor Totoro. Anyone who has seen Hayao Miyazaki’s 1988 masterpiece cannot possibly forget it." The brand's creative director, Jonathan Anderson shared in a press release.  "Sharing this total commitment to craft, which is the very essence of LOEWE, we decided to create a capsule collection in collaboration with Studio Ghibli. The result, LOEWE x My Neighbor Totoro, transports the protagonists of the movie onto a range of clothing." Anderson continued.

LOEWE x studio ghibli

The campaign for the collection, lensed by Gray Sorrenti captures models in nature and large trees, with collages of Totoro's character and leather goods overlain onto them. The images feel playful and loaded with the possibility of discovery and play, transporting us back to the essence of the film.

"The message is one of dreamy serenity and hands-on creativity – of being at one with nature and with one’s own inner child – which is especially important right now and, I think, always will be." Anderson said.

The collection will be available to shop via the LOEWE website on January 8, 2020.

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