“The world we are living in needs a counteract: not as an escape, but as a different outlook. This, to me, is what Hayao Miyazaki's animated films for Studio Ghibli are about: a commentary on the moment and an alternative to it, always heartfelt, fulfilling, full of fantasy and sentiment,” this is how Creative Director Jonathan Anderson introduces us to Loewe's latest collaboration with Studio Ghibli movie – which was first announced a few days ago on Instagram – and this time around they're paying tribute to Howl's Moving Castle through a beautiful campaign unveiled yesterday starring the it girl of the moment, Taylor Russell. Today we talk about the fantasy world that touches upon many deep, sensitive subjects that are now as relevant as ever, read on to find out what you'll be able to get starting from February 2nd in some select Loewe stores and pop-ups.
A beautiful tale about a shy, unwitting heroine, Sophie – because, let's face it, she's the true hero of the story – who is helped through a tumultuous journey to self-love by the wizard Howl, who unintentionally is also the one who gets her in trouble. The Witch of the Waste, Howl's past lover, senses trouble when seeing Sophie, which is why she turns her into an old lady, but unbeknownst to her, ultimately this spell is what helps Sophie overcome most of her insecurities, as she learns that old age is a marker of wisdom, and the passing of time should not be feared. All of this is elegantly shown in Loewe's garments and accessories; Howl may be the Internet's boyfriend but Jonathan Anderson understands to shed also beauty and light on other rightfully important characters, not only Sophie but Calcifer, the house itself, Hin the dog and Prince Justin the scarecrow.
We find these characters in Puzzle, Flamenco, Hammock, Amazona and Luna bags as well as the Bracelet pouch, on small leather items, sweaters, jackets and shirts. We can find actual frames for the movie and not only that, a jacket that mimics Howl's feathers and even a replica of his one-off earring. The house itself appears as a collage made of scraps of fabrics seen in the brand's most emblematic bags, and Calcifer, the adorable fire demon from the film, has inspired a new aromatic candle from Loewe's home fragrance collection which smells of incense, sempervivum, patchouli, vetiver, toasted almond and elemi.
In many ways, Loewe has brought us just the film that we need at the moment. Set in a fictional country at war with a protagonist, Sophie, who does not know what to make of her circumstances but is persuaded at the end by Howl to take a stance against the king in order to end it – after all, director Hayao Miyazaki is a pacifist. We can see our world reflected, somehow intertwined with the one presented in Howl's Moving Castle, hopefully, we'll learn our lesson, just as Sophie and Howl do.
We find these characters in Puzzle, Flamenco, Hammock, Amazona and Luna bags as well as the Bracelet pouch, on small leather items, sweaters, jackets and shirts. We can find actual frames for the movie and not only that, a jacket that mimics Howl's feathers and even a replica of his one-off earring. The house itself appears as a collage made of scraps of fabrics seen in the brand's most emblematic bags, and Calcifer, the adorable fire demon from the film, has inspired a new aromatic candle from Loewe's home fragrance collection which smells of incense, sempervivum, patchouli, vetiver, toasted almond and elemi.
In many ways, Loewe has brought us just the film that we need at the moment. Set in a fictional country at war with a protagonist, Sophie, who does not know what to make of her circumstances but is persuaded at the end by Howl to take a stance against the king in order to end it – after all, director Hayao Miyazaki is a pacifist. We can see our world reflected, somehow intertwined with the one presented in Howl's Moving Castle, hopefully, we'll learn our lesson, just as Sophie and Howl do.
