• Vogue, Monday, January 25, 2021 10:07 PM

Brands are referencing the animation characters of Chinese millennials’ childhoods with the goal of forming closer emotional connections to those customers. Spanish luxury fashion house Loewe launched a collaboration with Studio Ghibli featuring characters from animated Japanese fantasy film "My Neighbour Totoro" on ready-to-wear and accessories. Gucci has developed a Chinese New Year capsule collection featuring the Japanese manga character Doraemon, shortly after teasing a three-way partnership with The North Face and Pokémon Go.

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