Tracey Emin x Longchamp

Art always increases the value of any brand collaboration with it. Brands have been successfully installed a new and fresh take to perceive its value. 

In 2004, the French Luxury handbag brand Longchamp introduced their line of “Le Pliage” bags, that is a lightweight foldable bag which has a practical approach and is reasonably priced handbag collection. 

The brand in respect to celebrate its 10th anniversary collaborated with artist Tracey Emin. As Emin is a well renowned British artist. She came to the limelight, due to her place in young British Artists movement of 1990s. She has always transformed her personal life into art.

The demand of the brand very well suited her, as the collaboration was based on  “International Woman”, “International Man” and “International Love”. Elaborating the story behind every woman moving to different placed in search of her man, with her baggage to experience love.

Emin included fabrics, patchwork, embroidery and drawing. Her expertise in story-telling, drawing, filmmaking, installation, painting, neon, photography and appliqued textiles helped to blend with the brand theme. Her creation of Longchamp line, using destruction and reconstruction of textiles, patchwork, embroidery and painting really freezed the brands theme  to another level.

The most unique part of this collection was that every handbag was garnered by the initials of the artist by herself during the opening of her solo exhibition. Emin work was really appreciated by others, specially the affixed rosette ribbon, on the front part of the bag, which contained the drawing of the Longchamp logo created by the artist along with her signature. Brands have always been very comfortable to work with art, because it has always proved to be profitable.