Disney x Givenchy, an anniversary collaboration that charms Asia

The LVMH Group brand and the American entertainment giant have announced the launch of a new capsule collection dedicated to one of Disney's most endearing characters: the Oswald rabbit.

The American company and its animation studios have already launched a short film dedicated to the character "Oswald the Lucky Rabbit." Matthiew M. Williams, Givenchy's artistic director, has imagined a sort of fairy-tale world tour, bringing together the playful soul of Disney's rabbit with the aesthetic codes of the French house. The cities of Paris, New York, Tokyo, Los Angeles and Shanghai were the designer's sources of inspiration.

The price range of the pieces on offer is from 220 euros to 3,790 euros. The rabbit is of course omnipresent in the prints, often in bright colours. The collection includes oversized shirts, teddies, t-shirts and sporty outfits such as hoodies, tank tops and jeans.

The collection was first presented on the Chinese market on 16 December, where Givenchy has invested heavily in communication to boost its e-commerce and commercial hubs in the country's major cities. Moreover, the choice of the oldest American cartoon character (born in 1927) is not insignificant, since 2023 will be the year of the rabbit for China.

The capsule collection will be available in the rest of the world, in shops, from 30 December. It also includes several accessories: Givenchy x Oswald sneakers and trainers, fabric bags, caps and mobile phone cases.

The collaboration between Disney and Givenchy is part of the brand's increasingly assertive strategy to bring together pop culture icons and luxury codes to create a new hybrid fashion that younger generations covet.

This is not the first time Givenchy has joined forces with Disney: last May, the fashion firm already launched a limited collection with pieces inspired by famous Disney characters: "The Wonder Gallery."