Why anime characters are wearing luxury fashion brands

What do Bleach and Maison Margiela have in common?

On the surface, not much.

One’s a long-running anime about soul reapers and existential battles. The other is a high-fashion brand loved by avant-garde enthusiasts and celebs with deep pockets.

So why is it, then, that the anime characters have recently been dripped tf out in the luxury line as of late?

Because we’re witnessing the kind of cultural mashup that makes marketing nerds (me) and fandom diehards (also me) alike sit up and take notes.

Luxury fashion in anime is nothing new.

The outfits showcased in hit series Nana range from Vivienne Westwood to Chrome Hearts and Cartier. They're heavily inspired by early Harajuku subcultures like Gyaru with a high-end twist.

Now, creator of the Bleach universe Tite Kubo and Maison Margiela have collaborated on a series of exclusive illustrations ahead of the Artisanal exhibition in Tokyo. I'd say fashion in anime is undeniably having a moment.

This isn’t just about making characters cool. It's about something much bigger: the convergence of two cultural titans destined to collide as they conquer global culture.

Once upon a time, anime was for the diehards: fans of subtitled VHS tapes and attendees of conventions in their mom’s hand-sewn cosplay.

Fast-forward a few decades, and anime is a global powerhouse. 72% of people in the US alone consume the genre regularly.

Millennials lovingly dragged it into popularity. Gen Z made it part of the cultural lexicon. And, now, it’s an absolutely unstoppable force.

Just look at the numbers.

The anime market is projected to reach over $60 billion by 2030, thanks to streaming platforms like Netflix and Crunchyroll pushing it into the spotlight. It’s everywhere—box offices, merch, fashion runways—and its appeal lies in how broad its storytelling is.

You want high-stakes action? Romance? Sci-fi dystopias? Emo-esque existential dread about the meaning of life? Anime’s got you covered.

Which is probably why high fashion is cozying up to the genre.

The audiences overlap in ways that are mwah chef’s kiss.

Anime fans—many of whom are fashion-forward millennials and Gen Z—adore visual narratives and aesthetics that pack an emotional punch. Sound familiar? Yeah, that’s literally fashion’s whole thing.

Take Nana, where punk-inspired looks feature Vivienne Westwood’s iconic orb necklaces. Or Cartier making an understated cameo in the cult classic Evangelion.

These brands aren’t there for decoration. They’re a part of the story, adding emotional weight and complexity to the characters that wear them.

Nana is known for wearing Westwood’s 'Armour' ring design in almost every chapter of the manga and episode of the series. Some fans speculate the ring is a security blanket she uses to protect herself from the world’s cruelties.

When you have highly engaged fans that pay this much attention, even the smallest detail can spark an obsession.

But there’s a reason Margiela’s latest collab with Tite Kubo is next level. Exclusive illustrations blending Margiela’s Artisanal aesthetic with the Bleach universe? It’s a masterstroke of cultural synergy that just feels right.

So, what makes it all work?

Emotion. That’s the secret sauce. Something both worlds deal in.

Bleach isn’t just about swinging swords around; it’s about duty, loss, and redemption. Similarly, Margiela’s deconstructed silhouettes and layered textures evoke feelings of vulnerability and individuality.

And that’s the magic of this crossover.

It’s not about slapping a logo on something and calling it a day. It’s about tapping into shared emotional resonance. Anime speaks the language of its fans through story, and fashion through design.

When these two combine forces? Well, that’s the kind of emotional branding that gets talked about for years.

What can we learn from this collision?

Now, not every brand can partner with Tite Kubo or Margiela (dream big, though baby). But there are some clear takeaways for marketers who want in on the action:

If it doesn’t feel right, it probably isn’t.

Anime fans can sniff out a soulless cash grab faster than Ichigo can draw his Zanpakuto. Collaborations need to feel true to both the anime and the brand.

Tap into fandom passion.

Anime fandoms are some of the most dedicated on the planet. Whether it’s merch, fan art, or cosplay, they pour their hearts into the things they love. Find ways to celebrate that energy.

Invest in aesthetics.

And I’m not just saying that because I’m a Libra. Both fashion and anime thrive on bold, unforgettable visuals. Think of ways your brand can create or align with imagery that resonates emotionally and leaves a lasting impression.

Think beyond the collab.

The best partnerships tell a story. Don’t just focus on product placement—craft a narrative that fans can connect with.

The Margiela x Bleach collab feels like the beginning of something bigger.

Anime is booming and high fashion is increasingly looking for ways to stay culturally relevant. So it’s not a stretch to say we can expect to see more partnerships that blend storytelling, art, and commerce.

Capsule collections inspired by anime worlds? Already a thing.

Designer merch drops tied to new anime films? Exclusive events where anime meets couture? The possibilities are endless.

The bottom line is, at their core, fashion and anime share a common goal: making us feel something.

Whether it’s the emotional catharsis of an anime arc or the unspoken narrative of a perfectly tailored piece, both mediums are about creating connections that transcend the ordinary.

For brands, this crossover is a masterclass in meeting audiences where they are—and speaking their language.

So, take notes.

Survival in marketing is not about keeping up; it’s about creating worlds your audience wants to live in.

-Sophie, Writer