LU CLXN (pronounced Lu Collection) is a new South African athleisure brand. This summer, LU CLXN debuts a 12-piece capsule collection, just in time for party season. The emphasis is on casual comfort and day to night versatility for the ladies’ pieces. The limited range is available in XS to L.
CLXN is short for Collection. Since the range is casual athleisurewear, an abbreviated version of the word made sense, resulting in graphic branding. Logomania is a trend that is not about to die down. LU CLXN‘s branding is used throughout the collection as a monogram print or to trim each of the garments.
The 12-piece range is very simple at first glance. But some pieces have embroidery, and a signature monogram print was created from scratch to be printed on a textile. The colour palette is black, white, grey, pastel blue, and scorching pop of cerise pink which screams summer.
Casting for this first look book was carefully considered. Miss SA 2019 finalist Chuma Matsaluka, Mr SA 2020 contestant Chad Esau, model Nqobile Mahlambi and music artist Sellah are featured. The range is inspired by urban streetwear, and an easy, relaxed summer mood.
See the collection below: