Longchamp x EU series that perfectly balances classics and trends

"Been a CHAMP", Longchamp x EU brings the uncrowned king joint series.

French classic luxury brand Longchamp is constantly trying new moves. This time, Emotionally Unavailable, led by Edison Chen and Kybum Lee, launches the Longchamp "French style" has a new look.

"I'm emotionally unavailable." Because of a conversation between Edison Chen and Kybum Lee, the chief designer of UNDEFEATED, the term Emotionally Unavailable (EU) The starting point of the brand. EU is characterized by trend experimentation and has designed many eye-catching items, especially the iconic "melting love" logo, which also has a very romantic Chinese interpretation: "The heart belongs to something."

When we mention "French style", the words that flash through our minds are mostly elegance. But in addition to elegance and style, Longchamp, founded in 1948, is most proud of quality craftsmanship. Longchamp, which was founded as a leather goods company, is still produced in six leather goods workshops in France. As for the Le Pliage bag (also known as the "dumpling bag" we are familiar with), since its launch in 1993, the iconic Métis lambskin handle paired with a variety of bag body materials and colorful colors has always attracted all kinds of women around the world. Can't put it down.

If "excellent quality" creates Longchamp's classics, then constant innovation has injected more vitality into the classic brand Longchamp.

Of course, in addition to extending a more modern "image" on its own products, Longchamp also integrates its classic French DNA with the current new trend forms, and cross-border with trend brands. Cooperation is also the best demonstration of its "creativity".

How to lead the trend through "creativity"

Regarding cross-border collaboration, in fact, it was long before joint collaboration became popular in the fashion circle , Longchamp has collaborated with well-known designers Jeremy Scott and Shayne Oliver. The collaboration with Jeremy Scott in 2006 resulted in the remodeling of Le Pliage, a fusion of Longchamp's classic bags and Jeremy Scott's whimsical creativity. Pattern prints with full visual impact on keyboards, telephones, televisions, constellation logos, etc. Changing Longchamp's traditional image in people's minds, it caused a rush to buy as soon as it was launched.

The collaboration with Longchamp By Shayne Oliver is equally exciting. The two parties use "travel" as the joint theme, integrating the traditional craftsmanship and French elegance of the Longchamp brand, and adding Shayne's signature touch. Oliver's bold deconstruction idea is to divide and reorganize the classic "dumpling bag". The iconic leather handle of the Longchamp dumpling bag has become a decoration on the jacket. The innovative deconstruction can't help but make people applaud.

As we said, Longchamp has always maintained an innovative gene and attitude towards new things.

So, how does this collaboration between Longchamp and EU (EMOTIONALLY UNAVAILABLE) demonstrate "creativity"?

First of all, the joint concept "Been a Champ a Long Time" is derived from the brand name of Longchamp. For this joint brand, EU injected its own unique sense of humor into it, decomposing and reshaping the "Long" and "Champ" in Longchamp, and finally presented a meaningful slogan: "Been a CHAMP a LONG time".

The measure of a champion is not the trophy, but the spirit of standing up countless times after being knocked down. "Been a CHAMP a LONG time" represents all those who love life, and they are also the real uncrowned kings. This is exactly the optimistic and positive attitude towards life that Longchamp has always admired.

This attitude is amplified by the "CHAMP" and "LONG" fonts, and finally decorated with eye-catching white fonts on the black Le Pliage bag, making the classic The dumpling bun style has a new look. In addition, the bag is also printed with the signature "Professional Heartbreaker", and this sentence obviously represents EU's brand logo - melting heart.

The Uncrowned King "Been a CHAMP a LONG time"

"For me, the most important thing in cooperation is retention Both parties have their own personalities. I think the success of this collaboration is that you can not only feel the true spirit and exquisite craftsmanship of Longchamp, but also the dynamics and vitality of Emotionally Unavailable."

This comment by Sophie Delafontaine, Longchamp’s creative director, is the “core” of this joint series. In the Longchamp x EU joint series, you can not only appreciate the detailed French craftsmanship, but also a more trendy aesthetic direction.

During the interview, the designer revealed that on the one hand, the Longchamp X EU series was inspired by the cross-gender and cross-generational appeal of Longchamp’s classic series Le Pliage. On the other hand, the lambskin material and nylon canvas fabric used by Le Pliage itself also allow designers to fully unleash their inspiration and creativity. In the end, the slogan "Been a CHAMP" was "as promised" on the four nylon bags in the King series. Regenerated nylon environmentally friendly fabrics were used to pay tribute to green and environmentally friendly fashion. They were applied to shoulder bags, mini tote bags, and cute bags. On top of a mini backpack and a belt bag.

Another large-capacity travel bag has EU’s iconic red heart-shaped brand logo printed on the entire bag, which undoubtedly reflects the emotions that the entire joint name wants to express: heartbreak, deep love and innerness strength. Paired with Longchamp's classic Mercedes-Benz horse logo, it is highly recognizable.

In addition, the King Series lambskin bags have become another highlight of this joint series. For the reimagined bag, EU transforms the Longchamp logo into a striking design that resembles a boxing ring, also printed on the EU heart-shaped logo.

A good bag should not just be stored at home, but should be truly taken out and used in life. In addition to the visual impact, the designer also added his personal experience and understanding of life during travel into the design of the bag. The King Series lambskin bag is made of soft Metis lambskin material. The designer also equipped this travel bag with an adjustable strap, so that it can be used as a backpack, shoulder or hand carry. This is the first time that a backpack design has appeared in Longchamp's large travel bag.

Mini handbags have become very popular in recent years. Previously, Longchamp had made its own bags "mini", which made people excited. This king series of lambskin bags includes a mini dumpling bag with a detachable shoulder strap; and another super mini dumpling bag with heart-shaped and Mercedes-Benz horse patterns printed all over, taking into account "classic and practical" With the dual attributes of "trend"; there is also an exquisite card holder, coin purse and keychain pendant available.

In addition to classic bags, the collaboration also launches a ready-to-wear collection inspired by the concept of the boxing ring, including bags printed with "Been a CHAMP" or boxing logo designs Street style pieces such as gray hoodies, black sweatshirts and black and white T-shirts.

As well as two ring-inspired pieces: black satin shorts and a matching boxing robe with a white belt.

Labels on the shorts highlight key symbols of the collaboration, while the boxing robe is embellished with the Longchamp Mercedes Benz logo and EU heart pin.

In addition, there is also a short-sleeved round-neck leather jacket and drawstring leather trousers, exquisitely made of soft black sheepskin, which fully demonstrate Longchamp. A clever fusion of Cheung's long leather goods tradition and EU's contemporary fashion vision.

How can luxury brands inject new vitality while retaining their classic DNA? This is not about adding or subtracting, nor is it simply changing the appearance, but using the "aesthetic value" that has been subtly formed in a way that fits the current context, truly innovating and impressing new consumers with products full of sincerity. who. So in the end, judging from Sophie’s words and the final presentation made by the designer, this time Longchamp x EU is obviously ready.