Renowned menswear label LGN Louis Gabriel Nouchi defies conventions, introducing a capsule wardrobe for women that explores sensuality across diverse body types
Renowned for his menswear label, Louis-Gabriel Nouchi is set to unveil five women’s looks on January 17 as part of the Fall 2024 LGN Louis Gabriel Nouchi collection. Drawing inspiration from Guy de Maupassant’s “Bel Ami,” the designer sees this move as an opportune moment to introduce women’s fashion, aligning with the narrative of the novel centered on a man’s social ascent through relationships with women.
Having previously featured female models and embracing a diversity of body types in his menswear collections, Nouchi is committed to maintaining a sensibility that avoids clichés of seduction. He aims to explore sensuality across all body types, adapting LGN codes such as male underwear elements and tailoring to various anatomical volumes, without sexualizing exposed skin.
Remaining true to his menswear-driven aesthetic, Nouchi plans to subtly rework details in the women’s designs to complement the female form. He envisions a dynamic where LGN man and woman can be best friends, colleagues, or rivals, breaking away from traditional couple archetypes.
The expansion into womenswear aligns with the brand’s recent growth, from 17 to around 45 points of sale for Spring 2024 deliveries. Bolstered by good sell-through rates, strategic pricing, and the buzz of featuring “Emily in Paris” star Lucas Bravo on the Fall 2023 runway, LGN’s turnover soared by 141 percent overall. Wholesale, introduced just two-and-a-half years ago, claimed a 60 percent share, surpassing the Paris flagship and e-commerce in 2023.
Having won the ANDAM prize in 2023, Nouchi accelerated the timeline for the women’s collection due to high demand, with 30 percent of female customers buying for themselves. The upcoming LGN women’s offering will present a capsule wardrobe featuring shirts, tailored separates, and trench coats, catering to sizes from XS to 2XL. Prices will align with their male counterparts, ranging from 350 euros for a shirt to 1,150 euros for a trench coat, positioning LGN competitively in the dynamic fashion segment.
