Longchamp x EU series with perfect balance between classics and trends.

"Become a Champion", Longchamp x EU brings the uncrowned king joint series.

Longchamp, a classic French luxury brand, keeps trying new moves. This time, Edison Chen and Kybum Lee jointly launched a series called Longchamp x EU, which combined the classic youthful vitality and gave the "French style" a new look.

"I am emotionally unavailable." Because of a conversation between Edison Chen and the unbeaten chief designer Kybum Lee, it became the starting point of the brand "Emotion is unattainable" (EU). Featuring the trend experiment, EU has designed many eye-catching items, especially the iconic "love" Logo, and a very romantic Chinese interpretation: "The heart belongs".

When we mention "French style", most of the words that come to mind are elegance. But apart from elegant style, quality and craftsmanship are what Longchamp, founded in 1948, is most proud of. Longchamp was founded by a leather company and made in six leather workshops in France. As for the Le Pliage bag (also known as the "Jiaozi bag"), since the launch of 1993, the iconic Metis lambskin handle, with a variety of bag materials and colorful colors, has always been loved by women all over the world.

If "excellent quality" has created Longchamp's classic, then continuous innovation has injected more vitality into Longchamp's classic brand.

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 cooperation with trend brands is also the best display of its "creativity".

How to lead the trend through "creativity"

Regarding cross-border, Longchamp actually cooperated with famous designers Jeremy Scott and Shayne Oliver long before the fashion circle became popular. In 2006, in cooperation with Jeremy Scott, Longchamp's classic bag was combined with Jeremy Scott's creative Le Pliage. The graphic printing with great visual impact, such as keyboard, telephone receiver, TV set and constellation logo, changed the traditional image of the dragon and triggered a rush to buy it at that time.

The cooperation between Longchamp and Shayne Oliver is equally wonderful. With "travel" as the joint theme, the two parties have combined the traditional craftsmanship and French elegance of Longchamp Longzhiyu brand, and added Shayne Oliver's bold deconstruction creativity to split and reorganize the classic "jiaozi bag" and turn the iconic leather handle of jiaozi bag into a decoration on the coat. The deconstruction of innovation can't help but make people applaud.

As we said, Longchamp has always maintained innovative genes and an attitude towards new things. So, how does the cooperation between Longchamp and EU (Emotion Unavailable) show "creativity"?

First of all, the joint concept of "being a champion for a long time" was removed from Longchamp's brand name. In view of this joint venture, EU injected its own unique sense of humor, decomposed and reshaped "Dragon" and "Champ" in Longchamp, and finally presented a meaningful advertising slogan: "bee a champ a long time".

The measure of a champion is not the trophy, but the spirit of getting back up after being knocked down countless times. "Being a champion for a long time" represents all people who love life, and they are the real uncrowned kings, which is the optimistic and positive attitude towards life that Longchamp has always advocated.

This attitude is magnified by the fonts "CHAMP" and "LONG", and finally decorated with striking white fonts on the black Le Pliage bag, which makes the classic Jiaozi bag look brand-new. In addition, the bag is also printed with the signature of "professional heartbreaker", which clearly represents the brand logo of EU- Rongxin.

The uncrowned king has been a champion for a long time.

"For me, the most important thing in cooperation is to preserve the individuality of both sides. I think the success of this cooperation is that you can not only feel the true spirit and exquisite craftsmanship of Longchamp, but also feel the sense of movement and vitality that you can't get emotionally. 」

Sophie Delafontaine, creative director of Longchamp, is the "core" of this joint series. In the Longchamp x EU joint series, you can not only deeply appreciate the French craftsmanship with full details, but also appreciate the more fashionable aesthetic direction.

In an interview with the designer, it was revealed that, on the one hand, the Longchamp X EU King series was inspired by the cross-gender and cross-generational appeal of the Longchamp classic series Le Pliage; On the other hand, the lambskin material and nylon canvas fabric used by Le Pliage itself also enable designers to give full play to their inspiration and creativity. Finally, the slogan "Been a CHAMP" appeared in four nylon bags of the King series, paying tribute to green fashion with recycled nylon fabrics, which were applied to shoulder bags, mini tote bags, cute mini backpacks and a wallet.

Another large-capacity travel bag is printed with the European Union's iconic red heart-shaped brand logo, which undoubtedly reflects the emotions to be expressed by the whole joint name: heartbreak, deep love and inner strength. Paired with Longchamp's classic Mercedes-Benz logo, it is highly recognizable.

In addition, the King series lamb leather bag has also become another highlight of this joint series. Transforming the bag, EU transformed Longchamp brand logo into the eye-catching design of the boxing ring, and also printed the EU heart-shaped brand logo.

A good bag is not only collected at home, but really taken out and used in life. In addition to the visual impact, the designer also added his own personal experience and travel experience to the design of the bag. King series lambskin leather bag is made of soft Metis lambskin material. Among them, the designer also equipped this travel bag with adjustable straps, so that it can be used as a backpack, a shoulder or a hand, which is the first time that the shoulder design has appeared in a large travel bag.

In recent years, mini handbags have become a hot topic. Longchamp has also made his own bag "mini" before, which is very exciting. This time, the King series lamb bag includes a mini jiaozi bag with a detachable shoulder strap; Another super mini jiaozi bag, printed with heart-shaped and Mercedes-Benz horse patterns, takes into account the dual attributes of "classic and practical" and "trend"; There are also exquisite card bags, coin purses and key chain pendants to choose from.

In addition to classic bags, the cooperation also launched a ready-to-wear series inspired by the boxing ring concept, including street fashion items such as gray hoodies, black sweatshirts and black and white T-shirts with "Been a CHAMP" or boxing logo design.

And two items inspired by the boxing ring: black satin shorts and a boxing robe with a white belt.

The label on the shorts highlights the key symbol of this cooperation, while the boxing gown is decorated with Longchamp Mercedes-Benz logo and European Union heart-shaped pin.

In addition, there are short-sleeved round neck leather jackets and drawstring leather pants made of soft black sheepskin, which fully demonstrate the ingenious integration of Longchamp's long leather tradition and the European Union's contemporary fashion vision.

For luxury brands, how to inject new vitality while retaining classic DNA? This is not addition and subtraction, nor is it a simple makeover. Instead, we should truly innovate and impress new consumers with sincere products in a way that conforms to the current context and with the "aesthetic value" formed imperceptibly. Finally, judging from Sophie's words and the designer's final statement, Longchamp x EU is obviously ready this time.