"Shall We Expand Our Horizons?"... Overseas Luxury Brands Dive into Animation

Montblanc Partners with Naruto
JW Anderson Collaborates with Run Hani
Embodying Brand Value and Expanding Scope

'Montblanc X Naruto' Collaboration Poster. (Photo by Montblanc)

[Asia Economy Reporter Jeon Jinyoung] Overseas luxury brands such as Montblanc, JW Anderson, and Jimmy Choo are releasing unique collaboration products with animations like Naruto and Run Hani. This marks a shift from the image of luxury brands as products purchased by only certain generations to targeting tastes that appeal across all generations.

According to the industry on the 16th, luxury business brand Montblanc is launching the "Montblanc X Naruto Collection," featuring Naruto characters on bags and fountain pens to commemorate the 20th anniversary of the Japanese animation Naruto. Even before the release, it attracted attention in Naruto fan cafes in Korea, Japan, and other countries, and as soon as it was released on the 12th, customers visited stores to see the actual products. As Montblanc, whose main customers are office workers, begins to gain popularity among those in their 20s and 30s, it appears to be aiming for a full-scale expansion. Montblanc stated, "The collaboration was made because Naruto’s growth through the teachings of his master Jiraiya aligns with Montblanc’s value of 'inspiring writing,' famous for its fountain pens."

JW Anderson released the "Run Hani Capsule Collection" on the 14th, evoking nostalgia among Generation X and also targeting the MZ generation (Millennials + Generation Z), who are interested in new retro trends. This collaboration came about as JW Anderson gained popularity in Korea, and the domestic exclusive importer Hanstyle Marketing Team first proposed animations like Dooly and Hani that evoke Korean memories. Inspired by the athlete Hani, the collection includes sweatshirts and hoodies, highlighting the brand’s active vibe.

In fact, collaborations between luxury brands and animations have recently emerged as a trend. In July, Jimmy Choo collaborated with "Sailor Moon" to release limited-edition crystal boots. Loewe partnered with Studio Ghibli in January to launch shirts, bags, and held a pop-up event at The Hyundai Seoul in Yeouido. Most of the products sold out due to their popularity.

The reason luxury brands attempt unique collaborations with animations is not only for expansion but also because the stories and characters of animations effectively encapsulate brand values. Loewe, which started with handcrafted products, has continuously supported Studio Ghibli, drawing much inspiration from their hand-drawn artwork.

An industry insider said, "Recently, luxury brands are trying collaborations with animations and idols that can appeal to all generations beyond traditional VIP-targeted marketing," adding, "There is a mood to change the image that only wealthy people or certain generations purchase these products and to expand their reach."

This content was produced with the assistance of AI translation services.