Dubai, UAE, April 18, 2019: What is this joyful jumble of letters, jostling each other in black and white or red on black? A secret code? An optical illusion? A crazy crossword? Wrong, wrong and wrong again! What you're looking at is luxury's latest monogram. Intriguing, irreverent, irresistible… Introducing Longchamp LGP.
Wait a minute, isn't a monogram meant to be solemn? Static? Status-oriented? If so, Longchamp LGP breaks all the rules. Its nine letters seem to buzz with energy, jump for joy, overlapping and interlocking like life's one big game. The graphic composition maybe nods to the Bauhaus, but the eye-popping effect is pure Andy Warhol. More than a signature, this very modern monogram captures the spirit of Longchamp – contemporary, cosmopolitan, with a sense of fun!
Much talked about since it was teased at Longchamp's New York fashion show in February, Longchamp LGP is about to hit the streets for real – and it's sure to prove a perfect fit for today's urban lifestyles with a collection that spans bags, accessories and ready-to-wear, with lots of unisex options too.
For bags, there are two complementary lines: Le Pliage® LGP and Le Pliage® Cuir LGP. Le Pliage® LGP features an all-over monogram print on the iconic nylon totes and travel bags, as well as new urban essentials such as sleek backpacks, on-trend fanny packs and an ingenious multi-style pouch, which can be carried vertically or horizontally. Le Pliage® Cuir LGP has the monogram placed and appliquéd on its famous butter-soft leather, and introduces, alongside the indispensable holdalls, a stylish new shape in the form of a vertical tote with long handles. Both lines are available in black and white with a flash of neon or black and red with a flash of white. In addition, Le Pliage® Cuir LGP offers a third colourway, created especially for Asia: a chic powder pink accented with black and white.
In a nod to Longchamp's cosmopolitan heritage, the collection also takes in luggage – notably an ultra-light wheeled cabin case with an all-over micro-monogram in black and white and zingy neon trim. Just watch it brighten up all those grey airport lounges!
For accessories and ready-to-wear, the LGP monogram is either placed or printed all over. Logo lovers of both sexes can wrap up in the collection's soft shawls and stoles, while highlights of the ready-to-wear include a cute nylon puffer jacket with the all-over monogram and a relaxed sweatshirt with an embroidered logo. Street-ready, slip-on sneakers come in neoprene with the all-over monogram in black and white (and a neon Longchamp racehorse galloping on the sole) or in technical knit with a placed logo, while black leather slides are wittily appliquéd with “Long” on one foot and “Champ” on the other.
For its launch in early May 2019, Longchamp LGP will feature in a digital campaign starring Longchamp spokesmodel Kendall Jenner.
Take to the streets in Longchamp LGP. Nine letters which – anywhere and in any language – spell style, energy and modernity!