While fashion hasn’t given up on the idea of making a place for itself in these new virtual worlds, it now seems to also be turning to a new passion: manga.The world of manga is no stranger to the fashion world, with brands such as Uniqlo regularly offering collections based on world-famous titles.
In the luxury sector, Gucci has also offered occasional capsules based on famous characters, and even teamed up with cartoonist Hirohiko Araki for an advertising campaign several years ago.Indeed manga are increasingly popular nearly all around the world, as in the US, with manga sales more than doubling in that market in 2021.
According to data presented by ICv2, using data from NPD, some 24.4 million mangas were purchased in the US in 2021, up 15 million units from 2020.And it’s working, since the latest house to have collaborated with a mangaka or manga artist is none other than Burberry, which can now boast of having an entire comic strip dedicated to its iconic Lola Bag.The label’s Lola Bag is already a star whose fame goes far beyond the borders.
After launching a virtual collection with its name on Roblox, the British brand is promoting it on the Japanese comic scene, and in a very stylish way., the Lola Bag is transformed into a real seinen character, with adventures alongside the two heroes of the original work, Yatora and Ryuji. Available in paper format in selected Burberry stores in Japan, this very special edition is also freely available online, but only in Japanese.It comes after a series of recent similar collaborations between GCDS andand Dolce & Gabbana and Jujutsu Kaisen, testifying to a genuine passion in the fashion industry for these Japanese comics. — ETX Studio