The fantasy world is a magnificent escape. It is a parallel reality in which everybody can learn something in the most heartfelt and fulfilling of ways and Japanese animation house Studio Ghibli are true masters of the fantastic. For our second collaboration, we have created a capsule collection celebrating one of the studio’s most acclaimed films, Spirited Away—the 2001 animated epic which secured director Hayao Miyazaki and Studio Ghibli a number of prizes, including the Academy Award for Best Animated Feature at the 75th Academy Awards ceremony. The film is an ode to loyalty, friendship, and stubbornness in the face of adversity. It is magical.
The LOEWE x Spirited Away collection features all of the movie’s most iconic characters. From the young protagonist Chihiro, mysterious Haku and sorceress Yubaba, to Kaonashi the spirit with no face, Fly-Bird and the Susuwatari soot sprites, characters swarm across ready-to-wear, blankets and scarves, as well as appearing on leather and canvas bags including the Amazona, Puzzle, Hammock and Flamenco, Totes and small leather accessories. Figures are playfully rendered as jacquard, print, appliquè and patch, and leather marquetry, or embroidery. Landscapes become allover prints, the Susuwatari are interpreted as pompoms or as tufty bags. By stressing tactility and three-dimensional form, LOEWE artisans brought the characters to life, just as the movie’s spirits are brought to life in the real world. We also introduced pieces inspired by the classic Japanese technique known as ‘boro’ which consists of mended and indigo-dyed scraps patchworked together, creating intarsia of Kasuri textiles and Anagram jacquard canvas on both ready-to- wear and bags. In order to maximize the effect of surface treatment, we kept shapes loose and relaxed: T-shirts, hooded sweatshirts, cardigans, oversized jumpers, culottes, as well as denim trousers and puffers. The result is, quite simply, a wearable movie.
Co-founded by Hayao Miyazaki in 1985, Studio Ghibli’s exquisite storytelling is matched by a tireless dedication to craft in order to bring their enchanting films to life. Such love for the possibilities of craft—and the painstaking nature of working by hand—is something we truly nurture at LOEWE. This shared commitment to the magic of handcrafted things is where our connection lies.
The campaign images shot by Juergen Teller feature a unique cast of individuals: singer and performer Dua Saleh, models Kit Butler, Hyunji Shin and Mica Arganaraz. Playful shadows are prominently featured, creating a dynamic intersection of worlds that recalls the continuous passages from real to fantastic in the film.
The message is one of uplifting dreaminess and progressive multiplicity. Kaleidoscopic reverie as the way forward.