At LN-CC, Spring Has Sprung-------
LN-CC is more than an impossibly cool Dalston concept store offering everything from Lanvin and Rick Owens to vintage books and records—it’s a creative family. Most of the people who have worked with the shop since it opened in 2010 are still on board—a fact that’s clearly visible in the boutique’s Spring ’14 campaign, which debuts exclusively here. Lensed by Rory van Millingen in Italy’s Carrara marble quarries, the shoot stars Gigi Jeon, who poses in LN-CC’s Spring merch. “It’s kind of the LN-CC philosophy,” explained John Skelton, the store’s founder and creative director. “Some of the buyers and stylists have been working with us since they were teenagers. Rory was just starting out when he first shot for us, and now he’s becoming a bit of a name in London. And Gigi is our house model. We found her working at a Marc Jacobs store and thought she looked amazing. But she’s so busy now, she even walked in Louis Vuitton!” he said proudly. There’s also a new member joining the LN-CC clan this season: model Max E. “This is literally his first job,” said Skelton. “He’s from Düsseldorf, and he looks unbelievable. I really think he’s going to be the next big face.”
When asked why he chose to shoot at the quarry, Skelton told us that he loved the sci-fi, futuristic effect the backdrop offered. However, getting there was no easy task. “I don’t know how high up we were, but it was above the clouds. It was quite difficult getting all the product and makeup up there. But it was worth it.” We’d have to agree. Featuring wares from Paco Rabanne, Rick Owens, Yang Li, Acne Studios, Lanvin, and more, the shoot perfectly embodies the mix-and-match LN-CC look.
LN-CC’s Spring buys are available now on its website, as the store is currently closed for renovations—the first step in a change-in-gears for LN-CC. After having fallen on hard times this past winter, the store has recently signed a deal with Italian company The Level Group, with the aim of amping up efficiency and profits. “It’s a good marriage. They’ve come in to increase the productivity of the business side, and we get to keep going with the creative side.” As for the London-based outpost’s renovations, we’ve been told that there’s quite a lot in the pipeline for the updated space, which will open in September. “It’s been a major development for us. It’s all up from here.”