LOEWE and Studio Ghibli's latest collaboration is based on 'Howl's Moving Castle'

“The world we live in needs a counterbalance: not as an escape, but as a different perspective. This is, for me, what Hayao Miyazaki’s animated films are for Studio Ghibli: a commentary on the moment and an alternative to it, always profound, comforting, full of fantasy and sensitivity. It’s also why the final installment of our collaboration with Studio Ghibli seems more timely than ever.”

‘Howl’s Moving Castle’ is one of the most commercially successful Japanese films in history. Loosely based on a 1986 novel of the same name by Diana Wynn Jones, it tells a story of loyalty and compassion with magic, imposing technology and the devastating effects of war as a backdrop, making it deeply meaningful in our time. Set in a fictional kingdom at war, Sophie is the young and shy protagonist, a milliner who becomes an old woman after being cursed by a witch who enters her shop. The metamorphosis turns Sophie into the heroic central figure who, upon encountering a wizard named Howl, engages her in his resistance to fight for the king.

Combining hand-drawn and digital animation, ‘The Walking Castle’ is technically innovative and exemplifies the power of craftsmanship as a bridge between old and new. A creative approach that LOEWE is proud to share.

In the collection, creativity has been driven forward with bold and intricate pieces designed to bring the film’s universe palpably to life. Key pieces in the collection embody the iconic characters and settings, giving wearers the chance to identify with the film on a deep level and immerse themselves in its rich nuances. It’s almost like a handmade virtual reality that takes the form of a garment.

The LOEWE x Howl’s Moving Castle collection features the main characters from the film (Sophie, Howl, the fire demon Calcifer, as well as Markl, Heen, the scarecrow Turnip Head and the Witch of the Moor) animating clothing and accessories: designed as leather or shearling instars, turned into embroidery on leather or fabric or decorated with crystal inlays and studs on leather. The characters appear on the Puzzle, Flamenco, Hammock, Amazona, Luna and Bracelet pouch bags; on small leather goods, on jumpers, jackets and shirts, with appliqué, rage or feather details that make them stand out as if they were alive.

Scenes from the film are printed on the lining of tweed jackets or the entirety of shirts and shorts. Feathers on a cardigan create a magical flutter and silhouettes allow the characters to be the real stars of each piece. The castle itself also appears, as a collage of bits and pieces from our signature bags such as the Puzzle, Flamenco, Amazon and Hammock, assembled to create a distinctive shape. Calcifer, the mischievous fire demon from the film, also inspires a new scented candle for LOEWE‘s home fragrance collection; a smoky scent with notes of frankincense, immortelle, patchouli, vetiver, toasted hazelnut and elemi.

The campaign images recreated with Juergen Teller feature Taylor Russell, Rianne Van Rompaey, Oliver O’Sulllivan, Hyunji Shin and a sheep photographed against a white backdrop as they smile broadly and interact with the pieces.