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The LAUGESEN brand, designed by two-time IDA International Fashion Designer of the Year Award Winner Jens Laugesen, is relaunching and returning to its original UNISEX origins.
In an event being held at The Rowe, an eye-catching redevelopment of a former university building in Whitechapel, London, Jens Laugesen will reveal the relaunch, which will explore re/deconstructed wardrobe staples through the lens of technology balanced with artisanal craft.
In preparation for the new LAUGESEN brand, returning the label to its original UNISEX origins of the eponymous brand, the refocussed brand explores the balance between technology and artisanal craft under a new slogan of “democratic unifit for all”.
Re-appropriating its conceptual DNA, working through re/deconstructed wardrobe staples – the signature tailored flap tuxedo jacket shirt and concept-led wardrobe staples became a key part of LAUGESEN’s new hybrid brand identity
This fine balance between the emotional and conceptual realms is central to the LAUGESEN band philosophy, and determined by a Nordic mentality and desire to create long-lasting, wardrobe solutions with a democratic, genderless fit for all.
The phygital art/fashion event will also showcase a new immersive 3-room digital space gallery, continuing LAUGESEN’s collaboration with Hong Kong based Digital lab VIRTUAL TOUCH.
The LFW PHYGITAL event launches an immersive AR filter hybrid of an art piece and an immersive AR fashion experience developed in collaboration with the creative teams of STYLE PROTOCOL and the VZNZ team.
The METASENS TRILOGY project is done in collaboration with an incredible group of talented digital artists joining the collective to collaborate with their interpretation of the LAUGESEN Hybrid Reconstruction philosophy merged with their individual design aesthetic.
Andrea Doering / @adoriabc /
Jessica James / @jessicajamesstudio /
Diane Wallinger / @dnwllngr /
Luis Betancourt / @luisbetancoourt /
Oscar Keene / @oscar.keene.designs /
Taya Reder / @studio.taya /
Creative Director / Jens Laugesen
Film Director / Jean Francois Carly
Film Editor / Maxim Young / GORILLA EDITORS /
Director of Photography / Dan Berens
Ass. Film Editor / Caden Steed / GORILLA EDITORS /
CD Assistant / Film Editor / Claudia Ramos /
Sound Design / Composition / Gustave Robic /
Head of Sales / PR / Creative Curation / Alex Hidalgo /
Marketing / Anne Verrept / Caline Anouti
Learther collaboration / AForce London
Jewellery Collaboration / Caline Anouti
Luxury Deadstock Fabric / Nona Source (LVMH Backed)
Knitwear collaboration / S.N.S. HERNING
Show Production / Richard Thornn
With Thanks to / LONDON FASHION WEEK / VITUAL TOUCH /
STYLE PROTOCOL / VZNZ / METAVERSE FASHION COUNCIL /
THE ROWE / BAM CONSTRUCTION / FRASERS PROPERTY UK /
