Apparel, Fashion & Retail | News & Insights

Levi’s ® & Studio Ghibli Collaborate on Enchanting New Princess Mononoke Collection

Published: August 9, 2023
Author: TEXTILE VALUE CHAIN

India, August, 2023 – When Studio Ghibli released Princess Mononoke in 1997, the epic historical fantasy film captivated Japanese audiences while breaking box office records. Today, Hayao Miyazaki’s film is considered a masterpiece, beloved throughout the world for its breathtaking animation style and timeless environmental themes. Throughout Miyazaki’s work, there is a relentless passion for the craft of animation and an unparalleled scrutiny of even the most subtle elements. Both Levi’s ® and Studio Ghibli have solidified themselves as icons of culture through their dedication to detail and passion for craftsmanship. By pairing the brand’s iconic style with the film’s enchanting aesthetic, Levi’s ® and Studio Ghibli have created an artful collection with poetry woven into every piece.
With nuance and complexity, the film explores the duality of humanity and nature. In Princess Mononoke, nature is as much a character as any of the humans or animals – in fact, some of the characters are living spirits of nature. Miyazaki’s epic utilized hand-painted backgrounds depicting gorgeous forests, rivers, and animals. Inspired by the film’s landscapes and mystical characters, the Levi’s ® x Princess Mononoke collection honors the environmental storytelling and transformative enchantment of this cinematic masterpiece.

Each piece captures the essence of the forest and the beauty of a deeply connected ecosystem. For the San & Wolf Trucker Jacket, the Ashitaka 501 ® ’93 Jeans, and the San & Moro 501 ® Shorts, the film’s forest and sun background are seamlessly integrated into atmospheric denim. Building off of the brand’s darker indigo pieces, the Nightwalker Denim Kimono Jacket and the Kodama Denim Overall evoke the mood of the characters’ environments. The collection’s graphic tees and hoodie gravitate towards the characters themselves, using the film’s own language to give voice to their ideologies. More streetwear-inspired than the denim, the relationship between the denim pieces and graphic tees and hoodie mimics the film’s rhythmic juxtaposition between beautiful, quiet moments and frenetic action sequences.

The collection is rounded out with a series of Princess Mononoke-inspired accessories. A classic Western-American Levi’s ® bandana features San’s mystical red battle mask while the Ancient Forest Bucket Hat can be worn to complete a head-to-toe look. A San & Ashitaka Tote features San on one side and Ashitaka on the other. Finally, rounding out the collection are two coin bags, one featuring San’s mask and the other a Kodama face, which can be worn around the neck or hung off a belt loop or tote.

The gorgeous, lush environments of the animation and the strength of its unique characters come to life on Levi’s ® denim icons, tees, hoodie and accessories.

“Over 25 years after its release, Princess Mononoke continues to resonate deeply with audiences across the globe as an animated icon,” said Karyn Hillman, Chief Product Officer at Levi Strauss & Co. “It was a joy to collaborate with Studio Ghibli and create such a beautiful collection that pays tribute to this compelling, artistic masterpiece.”

Levi’s ® x Princess Mononoke collection will be available on Levi.in and 3 stores – Mall of India & Select Citywalk (Delhi) and Brigade Road (Bengaluru) on August 10.

About the Levi’s ® brand
The Levi’s ® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s ® jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s ® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s ® brand, its products and stores, please visit levi.com.

About Levi Strauss & Co.
Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and  children under the Levi’s ® , Dockers ® , Signature by Levi Strauss & Co.™, Denizen ® and Beyond Yoga ® brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,200 brand- dedicated stores and shop-in-shops. Levi Strauss & Co.’s reported 2022 net revenues were $6.2 billion. For more information, go to http://levistrauss.com, and for company news and announcements go to http://investors.levistrauss.com.

About Studio Ghibli
Studio Ghibli is one of the most acclaimed and influential animation studios in the world, inspiring filmmakers and audiences alike over the last 30 years with beloved stories and breathtaking visuals. Under the brilliance of visionary animation directors Hayao Miyazaki and Isao Takahata, and producer Toshio Suzuki, the studio’s films are known for timeless classics such as My Neighbor Totoro, Kiki’s Delivery Service, and Ponyo; and have won countless international awards including an Academy Award® for Best Animated Feature for Spirited Away, as well as five additional Oscar® nominations for Howl’s Moving Castle, The Wind Rises, The Tale of The Princess Kaguya, When Marnie Was There, and The Red Turtle. Director and studio co-founder Hayao Miyazaki was separately given an Honorary Award at the Academy of Motion Picture Arts and Sciences’ Governors Awards in 2014, and the Academy
Museum of Motion Pictures paid tribute to his artwork with a special exhibit when the Museum opened in September 2021.

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