Mercedes-Benz Focus: James Long

Long’s neon futuristic variations take cycling and menswear to another level

For our ongoing Mercedes-Benz Fashion Broadcasting series, we look at the exceptional work of three up-and-coming LC:M designers. James Long has rapidly established himself as one of the must see designer shows at LC:M. His designs use innovative fabrics and techniques with a seductive edge and ever present contemporary aesthetic. For SS14 he rerefenced the rough and tough, fast-pace cycling challenge, the ‘Helltrack’ to explore the interaction between sportswear and the body. Digi-print lycra with neon brights formed a techno aesthetic, as models in tinted glasses with slicked and glossed hair power-walked in mesh zip-up jackets, satin / leather bonded jackets, bombers, rubberised denim shorts and fine knitwear embroidered with stripes. The sporty urban theme dominated accessories too with black neoprene rucksacks and rubberised black and red trainers completing the look – a collaboration between Long and Kurt Geiger footwear.

Experimenting with signature staples, new shapes and surfaces was at the core of this collection which was delivered with slick precision, such as asymmetric / symmetric embossed nylon shorts and super-light leather bringing a new edge to the fashion and sportswear mix. “I wanted this collection to be hard and fast”, said James. “It’s taking the pieces that we’re known for and pushing them in a new direction”.

For more on Mercedes-Benz Fashion Broadcasting click HERE

Director: Sam Rowland, Producer: Tom Knight

Music: Lapalux - Guuurl