Fashion

February 18 2009




Iconic retro brands possess strong currency right now. The latest hails not from the annals of fashion or apparel but from the world of toys - we're talking about LEGO, the multi-coloured building bricks that we all grew up with. While LEGO is still one of the top children's toy brands, it is spontaneously morphing into a credible street brand, adopted by Gen Y hipsters who still nurture happy memories of playing with the blocks as kids. It's part of a bigger trend, which has seen other iconic mostly 80s brands such as Reebok enjoy unexpected revivals.



LEGO has been appearing in all sorts of unlikely applications from watches to cameras, bags and belts, to usb sticks, mobile phones and even cupcakes. Our favourites include a recent ad for hot fashion house Lanvin, which used colour-spray guns made from LEGO in a recent campaign and adorable LEGO fashion show video by Jean-Charles de Castelbajac which cast LEGO figures as fabulous high fashion catwalk models.



We can only imagine what will be next. Lego for Louis Vuitton, perhaps? Marc Jacobs bags and Lego - a match made in heaven. Or LEGO sunglasses - it's a cult hit waiting to happen. - Laura Demasi

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