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August 2 2014

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On The Campaign Trail With LN-CC

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The London e-commerce and by-appointment boutique LN-CC is moving quickly from an insider’s secret—it’s name-checked as a favorite by the likes of J.W. Anderson, who included it on a list of his London must-visits in Issue 02 of Style.com/Print, and Phillip Lim—to a retail leader. So perhaps it was only a matter of time before the shop tried out a campaign. The five-part series they’ve created for Spring has launched quietly over the past few weeks on LN-CC.com, but the impact, according to brand director Dan Mitchell, has been immediate. “I’m actually very surprised,” he admitted to Style.com. “The response has been fantastic.” The men’s and women’s shots, styled by creative director John Skelton and shot by the in-house LN-CC team, were lensed not in London but worldwide. The store’s reach may be growing, but it remains an inside player in some respects. Fashion obsessives will recognize one of the men’s models from the first campaign as Robbie Snelders, Raf Simons’ muse and righthand man. A follow-up for Fall is soon to be in the works.

Photos: Ben Benoliel and Rory Van Millingen / Courtesy of LN-CC

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