June 07, 2019 – Vinz Lamorena
Longchamp has traded French elegance for some refined modern swagger. In turn, it has created one of the coolest belt bags of this season, among its other noteworthy statement pieces. The brand willingly deconstructed its classic silhouettes, played with new fabrics, and revealed a collection with an entirely different skin.
Through its LGP line, Longchamp unveiled a new logo. One ambitious enough to be a new icon on its own, taking a step towards sharing the success of luxury streetwear collections, much in the same tune that the likes of Chanel and Gucci have been dancing to these past few years.
The LGP logo is an obvious play on typography. This Bauhaus-inspired design shows an imperfect yet bold structure that takes inspiration from street graffiti and the Manhattan grid (plus a handful of sneaker logos).This new print is Longchamp’s triumphant liberator. An obvious design gamble, but one brilliantly calculated to open up a range of new possibilities for the brand.
There are obvious influences of hip-hop culture, a welcome attempt as the brand tries to make its way into the wardrobe of younger, more street casual wearers. The LGP collection experiments with chunky silhouettes tapered by familiar clean cuts in a mix of neutral yet bold colors—including black, white, maroon, and the casual pop of neon.
The print is versatile. It provides a much youthful face to how monogram prints work. It appears much larger on Longchamp’s newest backpacks, envelope clutches, parkas, short scarves, and crossbody bags. The logo also makes it on sneakers, slides, and leather bags.
“There’s a lot of character to this collection, they made the new logo become incorporated to the pieces and make it look like a print. It emphasizes that less is more and above all, comfort over everything,” digital influencer Patricia Henson told alike. She was spotted wearing a lightweight and minimalist black LGP sneaker.
In a crowd full of stars, Donny Pangilinan stood out in black and white ensemble, a subtle print on print outfit. The TV host is known for his love for edgy and casual street getups, but it was one of the few times we actually saw him sport a fanny pack. “I’ve never been a fan of these,” he said. “But it perfectly matches the jacket that I’m wearing so I decided to give it a try. In everything new that you’re trying, just be confident to look confident, right?
The LGP collection marries street and high fashion seamlessly, and for those who like experimenting and adding new elements to their style, Donny shared that this would be a good collection to start with. “Honestly, when I first saw this jacket I thought it was so cool, I wanted to rock it already. I like how it allows me to wear both aspects of street and chic,” he added.
The new print definitely places it on an entirely different league, but it doesn’t completely alienate those who have been a fan of the brand’s polished elegance and dainty functionality. “It’s so different from what Longchamp’s been doing, it’s very graphic and easily iconic. But since I have a more feminine style, I’ll choose pieces like this monogram scarf and their little backpack to work around with,” Mari Jasmine said.
The influencer said she plans to pair LGP pieces with more monochromatic and tailored ensembles. “Other people look so good wearing this print from head to toe—very street, but I think I’ll stick to those with subtle details to maintain a classic yet laidback look I take comfort in,” she added.
While its origami-inspired Le Pliage totes are a staple that can be seen on almost anyone, Longchamp has created a line that’s not only distinct from the very style the brand has cultivated and curated through the years, but sets its wearers apart from the crowd. It’s yet another upstaging of revolt in the world of fashion—a revolution we’ll gladly take part in.
Photos by Vinz Lamorena. The Longchamp LGP collection is available at Longchamp boutiques and Rustan’s department stores.
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