Loewe Madly in Loewe with Ghibli

Insight

The whimsical, animated worlds of Studio Ghibli uniquely capture the essence and energy of childhood.

This is the genius of Miyazaki, one of Studio Ghibli’s founders, whose dreamlike creations have marked many of us, including Loewe’s Creative Director Jonathan Anderson.

The designer’s love of Ghibli has sparked an ongoing collaboration between the Japanese animation studio and the Spanish fashion house. Every year, a new limited edition collection is released, paying homage to one of Miyazaki’s masterpieces.

Two people stand outdoors under a blue sky, each wearing layered, oversized jackets draped over their heads and colorful outfits, with creative accessories and a tree partially visible to the right.
A person wearing a bright yellow Loewe hoodie with a cartoon character, blue pants with a cloud pattern, and carrying a tan crossbody bag decorated with small black and white cartoon soot sprites.
A white bucket hat with cartoon characters and logo ribbons hangs on a rope next to a bright yellow fuzzy scarf adorned with cute character keychains, set against a clear blue sky.

Idea

A homepage reimagined as child’s play.

Loewe’s first capsule collection celebrated Studio Ghibli’s poetic and comforting 1988 cult classic My Neighbour Totoro. To extend that sense of childhood and fantasy, AKQA transformed the Loewe homepage into a game of hide and seek, searching for Totoro.

For the following collection, Loewe turned to the 2001 masterpiece Spirited Away. An immersive homepage is a gateway to the world of spirits where Chihiro, our heroine, journeys from day to night through playful interactions.

Three people stand in a sunlit, leafy forest wearing colorful Totoro-themed shirts and shorts. Sunlight filters through the trees above, creating a mystical, vibrant atmosphere.
A canvas and leather bucket bag with brown handles, featuring playful black and white soot sprite designs, sits on the forest floor among green leaves and bamboo stalks.
A woman with long blonde hair, wearing jeans and a sleeveless top, stands outdoors facing away. She has a backpack featuring three colorful Totoro characters. Green hills and trees are visible in the background.
Two people stand among tall bamboo stalks, dappled with sunlight. Both wear pastel pink shirts and carry whimsical bags; one person’s face is brightly illuminated by a shaft of sunlight cutting through the bamboo.
Dreamy serenity and practical creativity, being in harmony with nature and with the child within us.
- Jonathan Anderson, Creative Director of Loewe
Text on a white background reads: “‘Quit whining. It’s fun to move to a new place, it’s an adventure.’ – Mom to Chihiro” with a small red lantern emoji below the text.
Three people stand amid leafy bushes and white flowers, with white blossoms covering their mouths. They wear colorful clothes and accessories featuring animated characters, blending with the surrounding lush greenery.
A flat lay of smartphones displaying various images and fashion content, including photos of two women, nature scenes, the LOEWE logo, and a quote about adventure on black backgrounds.

Impact

An enchanting collaboration imbued with creativity.

The meticulous attention to detail makes Studio Ghibli’s films unforgettable. Similarly, Loewe has been obsessed with craft and quality since 1846. In colliding these two worlds, we find a mutual love of artisan-crafted magic, deep respect for the natural world and its importance to humankind, and a collective celebration of female empowerment.

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