Without using fussy patterns in products, Louis-Gabriel Nouchi (LGN), a high-end French fashion brand, has used sweat stains as the highlight of its products to promote customers’ confidence.
Louis-Gabriel Nouchi (LGN), a high-end French fashion brand, has just released a spring summer 2023 collection called “Dangerous Liaisons”, inspired by the novel of the same name by Pierre Choderlos de Laclos (1782).
In this collection, two fashion products with the name “Sweatshirt with sweat print” and “T-shirt with sweat print” have attracted people’s attention with their extraordinary design. Both are grey and printed with sweat stains around the neck, back, and even the armpits. Their message is to boost people’s confidence by turning ugly, embarrassing moments into a fashion style.
LGN is an exclusive French fashion brand founded in 2017 by Louis-Gabriel Nouchi. Through its costumes, the brand wants to enhance customers’ confidence and encourage them to show their identity.
According to LGN: “You wear the garment and not the other way around, it allows you to stand up to yourself and express what you want. You wear the garment, not the other way around, allowing you to stand up for yourself and express what you want”.
LGN’s products are minimalistic and inspired by famous literary works.
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