For most fashion houses, the monogram maketh the brand. At least, visually. More so in present times where a logo can be perceived as an emblematic visual identity that may perhaps go as far as to become a popular cultural reference — a linchpin to consumer’s drive in buying, or not buying, a piece. Thus a monogram’s typical solemnity.
Yet solemn is perhaps not an apt description of Longchamp’s inaugural monogram. Referring to it as “very modern”, the French brand’s newly unveiled logo print — dubbed the LGP — defies all the prescribed tenets of how a monogram should look like. An optical riff on its moniker, the LGP forms a cheekily calibrated alphabet soup made up of the nine letters that spell Longchamp.
The jumble of letter-play made its first appearance last February at the label’s Fall/Winter ’19 show in New York as a graphic motif, stamped over and over on leather as jacquard, and intricate mini cut-outs on tulle in a monochromatic palette. As a repeated pattern, the LGP procures a clever chameleonic effect, a now-you-see-me-now-you-don’t sensibility. And the juxtaposition of its irreverence printed on silhouettes and pieces that are easy and classic, underscore the youthful versatility that Sophie Delafontaine, artistic director and granddaughter of the brand’s founder, wants to inject into the longstanding house.
Sophie Delafontaine, artistic director of Longchamp.
“It’s something apart from the rest of the collection,” remarks Delafontaine of the new monogram via email correspondence with T Singapore. “I wanted to have something outstanding and very different for the Fall collection. It’s street style in an elegant way.”
Albeit its contemporary design, the LGP was, as Delafontaine revealed, extracted from the house’s archives, yet reworked with an almost-guerilla cross-cultural sensibility.
“When we started working on the new collection, we thought of something very graphic and the Bauhaus [movement] came naturally to our minds with its very clear lines and colours. At the same time, with the history we have with New York, knowing Manhattan’s geometric map, it totally made sense to associate both these ideas to create something new with a real graphical impact,” explains Delafontaine.
Ahead of the Fall/Winter ’19 release, a capsule collection dedicated to the LGP is set to release this month (14 May): bags, accessories and clothing of which includes unisex offerings, with the witty monogram as its outward nucleus.
Highlights include the signature Le Pliage nylon tote, overhauled with an all-over LGP print; and it’s leather equivalent, the Le Pliage Cuir, with the monogram appliqued in red, with only the three LGP letters in white. A belt bag, shawl and nylon track jacket, too, receive the alphabetical glaze.
Putting the bold and rebellious monogram as its core, Delafontaine knows full well who she’s speaking to. “We wanted to innovate with something unexpected and different to surprise the younger generations. Kendall [Jenner] being our current brand ambassador, we thought it was the right time to launch such a street style pattern,” says Delafontaine. And befittingly so, Kendall Jenner, who sits high on the style pedestals of millennials, is the face of the LGP’s digital campaign.
“I want to keep exploring the monogram in many new ways in the future,” says Delafontaine. “It’s only just the beginning.”
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