Ever Wondered Why Luxury Brands Love a Cartoon Collab?

Cartoons and haute couture don’t seem like natural bedfellows, but a little dive shows that designers actually love a cartoon collab.

Last summer, Spanish luxury fashion house Loewe mashed it up with Japanese cartoon creators Studio Ghibli. They covered their clothes and accessories in motifs and characters from the classic film My Neighbour Totoro. The film, which is about a soft and cuddly forest creature, gave the collection “a timeless and mythic feel,” according to the brand’s website.

Another high-profile collaboration all over lately is Gucci and popular Japanese character, Doraemon. Last year was Doraemon’s fiftieth anniversary and this year is Gucci’s hundredth birthday, so the pairing felt appropriate. Gucci even released a Chinese New Year exclusive, featuring Doraemon as an ox.

654345_2TTAG_9795_001_067_0000_Light-Doraemon-x-Gucci-medium-tote-bag.jpg — gucci, Doraemon x Gucci medium tote bag ($2,845)

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Gucci also collaborated with Disney to create a Donald Duck range last year for a whimsical and luxe collection featuring vintage illustrations of the duck and his nephews Huey, Dewey and Louie.

Another famous luxury brand and Disney pairing was Coach and Mickey Mouse, with help from pop artist Keith Haring, which resulted in a fabulous, retro range.

And in October 2020, Longchamp and Pikachu (the iconic Pokemon) collaborated to create a range of kawaii high-fashion bags and accessories.

Screen Shot 2021-04-02 at 12.18.43 pm.png — Longchamp, LONGCHAMP X POKÉMONSHOULDER BAG ($430)

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But these aren’t the only famous luxury x cartoon collabs—so what’s the reason for this constant outpouring of these collections?

To put it simply, it’s because people keep buying them.

It’s genius, really. Cartoons, especially the ones from our childhoods, inspire feelings of nostalgia. And unsurprisingly, because of the uncertainty and tumultuousness of the world today, we’re all reaching for familiar and comforting icons. In the same way that classic pink finger buns are having a huge revival and retro candy flavours are popping up everywhere, nostalgia is having a moment.

Splashing Mickey Mouse across your chest (or Pikachu on your bag, or Donald Duck on your shoes) gives you those warm fuzzy feelings you associate with childhood, so people are buying these special pieces as fast as luxury brands can make them. Throwback, but make it designer.

Plus, collaborations have the magic of appealing to two totally separate groups of loyal fans. Disney fans might be completely different from hardcore Gucci fans, but they’ll both be attracted to pieces that feature iconography from both. It creates a much larger pool of potential consumers, who all want to spend up big on clothes, bags and accessories.

And with all the many collaborations happening all the time, there’s a designer good out there for every taste; whether it’s classic Disney, superheroes, anime or Studio Ghibli, on clothes, shoes, bags or accessories. The market is just getting bigger.

In addition, people always love owning unique, limited-edition pieces. These collaborations are all limited runs, which means only a few of each item are released—if you’ve got one, you know you’re one of the few people who do.

This increases their potential value in a re-sale; while many consumers buy these exclusive pieces to wear, a similar number buy them intending to sell them at a later date. Consider Birkin bags, certain iterations of which are no longer being made. These styles, even second-hand, are often more expensive than new ones because of their high quality paired with their exclusivity.

And, of course, the largest group of luxury consumers across the world are millennial women, who generally prefer fashion that’s less serious but no less luxe.

Luxury brands and cartoons—what a dream team.

Speaking of collabs, did you know that your favourite ice cream brand has a chic side?