“In this period we need feelings that warm our hearts. When I think of a film that offers this kind of comfort to both children and adults, that film is “My Neighbor Totoro“(“My neighbor Totoro“). No one can forget Hayao Miyazaki’s 1988 masterpiece after seeing it. The story of Mei and Satsuki’s friendship with the magical Totoro and his friends, the soot sprites who cannot be seen by adults but only by children who love them, is truly touching. It is also a lovingly crafted work by the team of Studio Ghibli, the Tokyo-based Japanese production house, which animated and directed the film. It is a handmade product in the form of a cartoon.
Sharing the same passion for craftsmanship, which constitutes the deep essence of LOEWE, we decided to create a capsule collection in collaboration with Studio Ghibli. The result, LOEWE x My Neighbor Totoro, features the film’s protagonists on a selection of clothing, leather bags and accessories. The collection celebrates the poetry and immediacy of the iconography of these characters, qualities they have made My Neighbor Totoro a revolutionary cultural product.
The collaboration with Studio Ghibli, which after giving birth to Totoro, also chose him as a mascot, was both a privilege and a creative confrontation. The studio is famous for its animated films, but has also made short films and TV commercials. Founded in 1985 by directors Hayao Miyazaki and Isao Takahata, with producer Toshio Suzuki, the studio has created masterpieces such as The enchanted city, Princess Mononoke, Howl’s Moving Castle, and has received several Oscar nominations.
The link between LOEWE and Studio Ghibli stems from the common love for work and artisan techniques, expressed in our respective languages. The connection between LOEWE and My Neighbor Totoroinstead, it is based on the bond we share with nature, the outside world and the sense of perennial creation. The importance of nature for human beings is evident to all in this difficult period. We are all looking for a way to live in harmony with nature. The film is an invitation to preserve this harmony, which emerges with a sense of magic.
The collection LOEWE x My Neighbor Totoro presents the iconic characters and imaginative landscapes in which the story unfolds in the form of graphic prints, allover prints, jacquard and leather inlays, but also hand-painted motifs or pompom details.
Suggesting an idea of comfort when out in the open air, the shapes are wide and relaxed, from t-shirts, sweatshirts with and without hoods and shorts, to biker jackets.
The fluidity of the entire collection conveys a decidedly youthful feeling.
I find it particularly fascinating how we have represented the characters on leather accessories, using our inlay technique on leather. Through this process, the Totoro characters appear on the iconic LOEWE bags, such as the Puzzle, Balloon and Hammock models, as well as on small leather goods, including clutches, cosmetic bags and wallets. The meticulous weaving technique typical of tapestries is tested on the tote bags.
The campaign shots taken by photographer Gray Sorrenti capture the sense of magical discovery and connection with nature that is the essence of the message of the film My Neighbor Totoro. The models are immortalized in the woods as they hide, seek and find each other.
The sense of connection is conveyed through play of light, while a sense of wonder pervades the setting and the narrative.
The message is that of a dreamlike serenity and a lively creativity, which makes us one with nature and with our inner child. I think this is very important not only in this period, but also in the future ”. Jonathan Anderson