Anime Meets High Fashion - The surge in anime collaborations

© LOEWE

Anime is well represented in the world of fast and affordable fashion. Famous characters like Luffy, Kakashi, and Yuji are slammed on t-shirts, hoodies, pants, socks, you name it. Yet the luxurious side of fashion has been aloof when it comes to implementing anime characters in their design. Let us guide you through the most prominent collisions between anime and luxury fashion.

LOEWE x Studio Ghibli

Loewe is on a Ghibli streak. As one of the world’s major luxury fashion houses, known for its craftsmanship in leather, Loewe set the tone for anime collaborations with three mesmerizing Ghibli collaborations. For the latest one, creative director Jonathan Anderson has drawn inspiration from the 2004 masterpiece “Howl’s Moving Castle”. The collection showcases intricate embroidery, vibrant color palettes and silhouettes that pay homage to the iconic characters of Hayao Miyazaki. Previous to the Howl’s Moving Castle collaboration, Loewe released 2 collections based on Ghibli’s most legendary cult classics: “Spirited Away” in 2021, and “My Neighbor Totoro” in 2022.

© LOEWE

© LOEWE

© LOEWE

Jimmy Choo x Sailor Moon

Who would have thought that Tamara Mellon, a Vogue editor back then, approaching Jimmy Choo in the early 90s to work on a shoe collaboration, would lead to a Sailor Moon inspired shoe collection in 2023. Two remarkable female creatives by the names of creative director Sandra Choi and mangaka Naoko Takeuchi, join forces to produce an unparalleled manga-inspired collection. This collaboration melds the essence of Pretty Guardian Sailor Moon’s pop culture influence with the allure that defines Jimmy Choo. The result is a fusion of artistic visions that sends a message of pure luxury and glamour into the world.

Courtesy of Jimmy Choo

MSCHF x Astro Boy

For those who don’t know MSCHF, it’s an artist collective that creates projects challenging the norms of art, commerce, and culture, while blurring the line between satire and commentary in the process. You’ve probably seen this unique piece of fashion on your screen already, as it went viral the moment it was released. It’s the iconic Big Red Boot or the Cartoon Boots. They may resemble the boots of Osamu Tezuka’s anime brainchild Astro Boy, but the Big Red Boot is not an official collaboration with Astro Boy. MSCHF is known for subverting and remixing elements of popular culture, and that’s exactly what they did with this release.

Courtesy of MSCHF

Gucci x Doraemon

Italian fashion house Gucci designed a collaboration exclusively for the Chinese market, based on a Japanese character. The Doraemon collab was released during the Chinese New Year of 2021, celebrating the 50th anniversary of the Japanese manga and anime character. The collection was pretty straightforward, as it basically slammed Doraemon’s image on top of Gucci pieces, covering covered bags, hoodies, sneakers, and accessories.

Courtesy of Gucci

Montblanc x Naruto

Montblanc is probably not the first brand that comes to mind when talking about high fashion. In 2022, The German luxurious writing accessory brand established a collaboration with Naruto. The design of the collection focuses on the relationship between Naruto and Jiraiya. The collab even got its own anime short, reinforcing the power of writing, while Jiraiya reflects on Naruto’s journey, capturing his thoughts in ink.

Dolce & Gabbana x Jujutsu Kaisen

Let’s close this journey through high fashion with a collaboration that was only available in the land of anime. It’s the collaboration between one of the most hyped anime shows of recent years, Jujutsu Kaisen, and Italian luxury fashion house Dolce & Gabbana. Jujutsu Kaisen characters are wearing the limited edition outfits, illustrated by season 1 director Sunghoo Park, who left after the season aired to start his own studio.

Courtesy of Dolce & Gabbana

The surge explained

In a surprising fusion of art forms, the worlds of anime and high fashion have collided in recent years, leading to an influx of collaborations that merge iconic anime characters and narratives with the luxury and sophistication of renowned fashion brands. But where does this surge in collaborations come from?

Anime’s popularity is on the rise. Let’s throw some numbers in the mix to give you an idea. The number of Crunchy subscribers experienced a tenfold increase since 2017, and over 50% of gen z watches anime in the US. Anime was a hype, but it’s here to stay. This explains why high fashion brands jump on the bandwagon and try to reach an untapped audience. Many die-hard anime fans go crazy for limited collaborations featuring their favorite character, willing to reach deep in their pockets to obtain pieces that hold collector’s value. All whilst high fashion brands like Loewe and Jimmy Choo are introduced to a new audience.

Courtesy of LOEWE

As the worlds of anime and high fashion continue to intersect, we can expect to see more exciting collaborations that bridge the gap between art forms and cater to the diverse interests of fans worldwide.

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