Lancel is changing direction with Pop and WallPaper

The French luggage and handbag brand is moving away from tradition and going Pop with a vibrant new 80’s inspired collection, which will launch on Lancel’s new e-commerce platform scheduled to go live on May 7th 2015.

The label has enlisted veteran photographer Patrick Demarchelier for the new visual campaign, which features Malgosia Bela, the face of Stella McCartney’s L.I.L.Y perfume, and Will Chalker, who previously starred in campaigns for rival accessories label, Coach.

According to WWD, this move stems from a desire to reposition Lancel as a lifestyle label, a branding strategy that has also led to a collaboration with Wallpaper.com. The magazine’s creative team and Lancel’s Creative Director have designed three exclusive accessories, available to buy online on the day of the dotcom launch.

The limited edition collection, comprises a leather portfolio to carry six Wallpaper city guides, a passport and credit card holder and an ‘asterisk’ keyring; the symbol of the magazine.