Lanvin Blanc -
FW 22
For this project, Hartung Paris assisted Lanvin Blanc, the golf license of Lanvin in South Korea, for the release of its first collection.
As golf is one of the most enjoyed leisure activities in South Korea, Lanvin Blanc launched its very first luxury golf-wear collection.
DISCIPLINE OF EXPERTISE
Identité et stratégie de marque
Creative and Artistic Direction
Hartung Paris' creative direction resulted in
silhouettes merging Lanvin's refined elegance
with athletic shapes straight from the golf universe.
For this first collection, given the context of brand creation, we accompanied the management in order to guide them towards a creative artistic direction that respects Lanvin’s DNA while bringing a technical and sporty dimension linked to the practice of golf.
To do so, we conducted market and competition research to identify the trends of the golfwear market in South Korea. We then proceeded by completing an analysis of the upcoming trends in order to propose coherent and desirable design directions to follow for the launch of their first collection. These trends were reworked and adapted to respect the DNA of the Lanvin house using its design codes and language.
This process of artistic and creative direction led by our agency in close collaboration with the Lanvin Blanc design team resulted in a collection combining lifestyle and performance. Indeed, the collection is composed of timeless pieces, where their uses are not limited to sports, designed to be worn on and off the green.
