LOEWE and Studio Ghibli have consistently ignited a whirlwind of excitement with each release of their co-branded merchandise. Beneath the surface of their three remarkable collaborations, featuring iconic works like My Neighbour Totoro, Spirited Away, and Howl’s Moving Castle, lies a narrative steeped in mutual respect and genuine regard for each other’s creative vision. Let’s delve into the captivating tale that underpins this remarkable partnership.

Start of the Loewe-Ghibli partnership

The dynamic partnership between Loewe and Ghibli was unveiled in January 2021, when the beloved Totoro, Ghibli’s iconic character, graced the realm of high fashion products for the very first time. This confluence of two distinct worlds was nurtured by a shared reverence for the realms of art, culture, and craftsmanship, laying the foundation for a harmonious and successful collaboration for the year ahead.

The inception of this collaboration could be seen as an eloquent overture extended by Loewe to Ghibli. The symphony of craft that resonates between the two brands serves as a pivotal catalyst in forging this creative union. Both sides invest exceptional time and effort in perfecting their products, leather goods and movies alike. While Ghibli dedicates six whole years to meticulously craft a 100-minute-or-so animation, Loewe spends an awe-inspiring nine hours hand-sewing its impeccable leather goods, such as their iconic Puzzle and Gate bags. In a world where cost-saving and maximising efficiency heavily influence business decisions, the two partners share an unorthodox common ground that builds mutual respect.

In the role of the gracious host, Loewe not only acknowledges Ghibli’s meticulous approach to craft but also possesses the confidence that their products align with the exacting standards upheld by Ghibli, thus warranting the initiation of this compelling partnership. The products created in this partnership also accurately reflect the philosophy of the two companies, with each colour block of Ghibli characters painstakingly put together one by one to form a smooth exterior.

A challenge arises

Amid the challenging financial landscape brought about by the pandemic, the Ghibli Museum turned to the public for support in July 2021. Responding with a gesture of genuine solidarity, Loewe announced in November of the same year that it would provide financial assistance to the museum over a span of three years. The Spanish luxury brand expressed its profound reverence for craftsmanship, citing it as the common thread that binds the two brands, and articulated its aspiration to empower the museum in its pursuit of enriching cultural activities.

Following the triumphant reception of the Totoro capsule collection and the commendable act of financial aid to the museum, the collaborative synergy between Loewe and Ghibli intensified. This harmony was further amplified with the unveiling of collections inspired by Spirited Away and Howl’s Moving Castle. Both collections enjoyed unprecedented success, with the majority of their offerings being swiftly snapped up within minutes of their release.

In their culminating collaboration featuring Howl’s Moving Castle, Loewe and Ghibli ingeniously constructed an interactive website that invites visitors to immerse themselves in scenes from the movie. This immersive experience extends to helping visitors identify the character from the film with whom they share the strongest connection, thereby fostering a sense of personal engagement and tailor-made marketing.

While Loewe acknowledges its inherent limitations in providing long-term financial sustenance to Ghibli, its ethical commitment to conducting business underscores the importance of supporting Ghibli beyond the initial three-year period. Recognizing the urgency of Ghibli’s need for prolonged financial stability amidst the pandemic’s aftermath, Loewe’s subsequent collections are poised to not only cement their artistic partnership but also serve as a means of generating supplementary revenue for Ghibli’s sustained growth.

In the realm of European business ethics and strategies, collaborative endeavours that yield mutual benefit stands as a cornerstone. This shared ethos propels the dynamic partnership between Loewe and Ghibli, further fortifying their rapport and amplifying their resonance among each other’s dedicated clientele.