AWARDS Loewe

Brief - entry for Clio Theatrical/Film: Partnerships Branded Content Video

STRATEGY | Please provide information detailing the benefit of the partnership between the brands, companies, or organisations involved.

Since its inception, LOEWE’s journey has been consistently defined by an obsessive focus on craftsmanship.

‘Craft is the essence of LOEWE. As a house we are about craft in the purest sense of the word. This is where our modernity lies and it will always be relevant.’

– Jonathan Anderson, LOEWE creative director.

In recent years, LOEWE has benefitted from a series of collaborations with prevalent artists, shining a light on that talent whilst demonstrating LOEWE’s own commitment to craft.

In 2021, the Spanish fashion brand launched a partnership with Japanese animation house, Studio Ghilbi. This makes for a dream, mutually beneficial union - providing new contexts and audiences to both brands whilst showcasing their mutual love of storytelling, dedication to artisanal craft and visual culture. It is undoubtedly a high profile collaboration yet retains a suggestion of ‘niche’ for those in the know.

To date, the collaboration has manifested itself as a three year sponsorship of Studio Ghilbi’s co-founder’s Foundation, and two capsule collections, bringing to life celebrated Japanese animations. The 2022 campaign is the subject of this Clio entry.