Vogue’s Fashion Night Out: Jameela Jamil DJs at Longchamp

Last night saw London light up for Fashion’s Night Out as both high-end fashion boutiques and high street stores stayed open into the night to celebrate the impending fashion week in New York, London, Milan and Paris.

Longchamp, New Bond Street, London, didn’t miss out on the chance to turn the shop into a shopping party to present their A/W12 collection. The store was busy with people eyeing the new collection and sipping from flutes of champagne. Others really got into the party spirit and began dancing on the shop floor as the beautiful Jameela Jamil mixed old school R’n’B with 00s hip-hop from a DJ booth among the display of bags.

During the evening, Longchamp took the opportunity to reveal their new campaign video Oh! My bike. The short film stars Coco Rocha and Emily Di Donato cycling on a tandem around Paris before climbing a mountain of stairs in Montmartre with a selection of the new Le Pliage Cuir range and pieces of Longchamp’s luxury luggage.

For A/W12, Longchamp has launched new line LM Cuir (Longchamp Maroquinerie). The new design has incorporated the label’s traditional and emblematic galloping racehorse and crisscrossing bridle straps, which have adorned the classic LM bag for over six decades. For the first time, the LM pattern is embossed on smooth supple leather in a vertical tote and shopper style and available in five colours from classic black and oak brown to the season’s bold fire, vibrant duck blue and rich raspberry.

Longchamp’s A/W12 collection takes inspiration from the spirited Diana Vreeland who famously declared: “never fear being vulgar, just boring”. The label’s autumnal “more is more” ethos runs through luxury leather goods, as well as fashion. Rich textures, lavish fur and refined details successfully tread the line between extravagance and excess. Classic tote and clutch shape bags are created in opposing textures including fluffy lambskin in duck blue trimmed with fur, green python-styled calfskin and metallic métis leather. A limited edition of six styles take “more is more” to “most is most” and use long-haired fox fur in camel, trimmed with khaki python-styled calfskin and walnut mock croc, electrified by a flash of fluorescent green faux shagreen.

For a more day-to-day style, Longchamp and Jeremy Scott have collaborated on this fun take on the classic Le Pliage bag. The techni-colour keyboard print is inspired by the growing digital world and embodies Jeremy Scott’s offbeat style and sense of humour in a most colourful way.

To see more of Longchamp’s A/W12 collection and watch the Oh! My bike film, click here.

Hollie Bracialle

Photos:  Mike Marsland