Lucky Brand Offers Quiet Luxury for Spring 2024
Lucky is a state of mind.
That’s the premise of Lucky Brand’s new campaign for Spring 2024.
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Photographed by Benjo Arwas, the campaign centers on a group of friends in a luxury house surrounded by fresh cut flowers and rooms filled with red balloons. Other symbols associated with luck like goldfish, lottery tickets and dice are woven into the story.
“Lucky Brand welcomes small joys and big wins in their styles and everyday lives because that’s what makes life more interesting,” the brand stated.
The Authentic Brands Group-owned label puts its own spin on quiet luxury with tailored tops, elevated cargos and relaxed trousers.
The women’s line spans button front sweaters, open stitch cardigans, floral midi dresses. A navy cropped ponte jacket with gold-tone buttons add structure to the comfy items.
Key denim items include a shacket with rhinestones, the high-rise Stevie flare and cropped wide-leg jeans with patch pockets. A white denim maxi skirt has an asymmetrical slit front. Denim and garment dyed short-sleeve jumpsuits and a cargo denim jogger offer a sleek take on utility trends.
Herringbone and denim utility pants and parachute cargo pants are also part of the men’s collection. New denim items include the 223 Straight jeans and the 412 Athletic Slim jeans with Coolmax technology.
Versatile staples like linen button-down shirts and cotton raglan sleeve shirts carry into other seasons. A patchwork shawl cardigan gives a vintage vibe.
The collection is available now on Lucky Brand’s website and select retailers.