The world of LOEWE x Suna Fujita is brought to life with exquisite technical prowess in the form of a stop-motion film by director and animator Andrea Love.

The series of animated films were created as part of the capsule collection, born out of the collaboration between LOEWE x Suna Fujita. This partnership brings together the craft of the Spanish luxury fashion house and the artisanal ceramics studio based in Kyoto for an exclusive collection. While separated geographically, the two creative powerhouses came together based on their mutual love of storytelling and dedication to artisanal craft. To bring this to life, LOEWE collaborated with independent animator and director who works with needle felted wool. While based in a different cultural context, the animator’s proven dedication to craftsmanship fits perfectly in the context of this partnership.

The films are part of the capsule collection of the LOEWE x Suna Fujita partnership, a collaboration in which the Spanish luxury brand came together with the Kyoto-based artisanal ceramics studio to create a line of clothing and accessories. The collection was based on five selected ceramics which came to life across the pieces.

Andrea Love’s animated films are a series of stories where the characters and scenes from these ceramics come to life: a little boy who fishes a bear from a pond, picks a root that comes to life or other surreal moments inspired by the characters that live on the ceramics of Suna Fujita - the same characters that have inspired the collection.

With the Holidays in mind, LOEWE’s objective was to take their dedication to craft to the next level, rejecting the characteristic mass production and garishness of Christmas and replacing it with something delicate, fantastical, whimsical and perfectly crafted.

LOEWE needed to showcase its luxury and dedication to craft in a new way, and a partnership with one of Japan’s most intricately creative studios could provide the craftsmanship that could take it to the next level.

As part of this campaign, LOEWE created stop-motion animated videos in collaboration with Andrea Love to add another dimension to the sense of overall craftsmanship of the campaign. Given the animator/director’s dedication to storytelling and meticulous attention to detail, her work and style were the perfect vessel to bring to life the playful characters of Suna Fujita’s ceramics.

The animator and director made the stop-motion film from needle felted wool, using the complicated technique to let the charming story unravel within. Needle felted wool is a fibre art technique that lets you create intricate 3D figures and scenes by sculpturally crafting wool. Each piece was made individually and by hand. The challenge came in capturing the spirit of the characters in the stories in a way that complimented the clothing pieces in the LOEWE x Suna Fujita collection.