In January 2022, Loewe released a new collection in partnership with Studio Ghibli, following the success of their previous collaboration featuring My Neighbor Totoro. The Spirited Away-inspired line included accessories and apparel, which quickly sold out and appeared on resale websites at inflated prices. Even unique Spirited Away Loewe shopping bags are being sold on eBay for hundreds of dollars. Spirited Away is an individual entity in the anime genre, having won the Academy Award for Best Animated Feature in 2003, making it globally relevant. Therefore, it has contributed to the growing recognition of anime and manga in the West, aided by the availability of these titles on streaming platforms and in English.
Luxury fashion brands such as Gucci, Moschino, and Louis Vuitton have also recognized the cultural appeal of anime and manga, resulting in several collaborations within the industry. With the announcement of the second Loewe x Ghibli collection, searches for Loewe increased by 23% within just 24 hours, while the usage of terms such as “anime” and “manga” increased by 60% year-on-year. Despite no longer being a niche fandom, anime and manga collaborations add an unexpected and exciting twist to traditional luxury products. The inclusion of beloved Ghibli characters elevates simple bags and clothing items into modern collectibles, appealing to a growing fanbase.
While anime and manga have just started to break out of their subculture status in the West, they have been a mainstream part of the culture in Japan and other parts of Asia for decades. Sites like Crunchyroll and anime's connection to the gaming industry have helped to increase its popularity in the English-speaking world. The way anime is depicted in Western media is also changing, with titles now available to adult audiences and showcasing deeper and more meaningful storylines. This accessibility and understanding of anime and manga as sophisticated mediums make them a suitable partner for luxury brands looking to appeal to a culturally savvy audience.
Luxury brands have seen the potential of anime and manga collaborations for years, with BAPE teaming up with One Piece and Supreme launching an Akira collaboration in 2017. Adidas also released a Dragon Ball Z line of sneakers in 2018. By creating collections with these cultural shifts in mind, luxury brands understand that the future of fashion is rooted in entertainment, collaboration, community, and emotion.
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