American brands ERL and Winnie New York emerged as the surprise winners of this year’s prestigious Karl Lagerfeld Prize at the LVMH Prize. The announcement of their victory was made by Olympic medalist Eileen Gu, just moments before the winner was officially revealed. The Karl Lagerfeld Prize, named in honor of the late fashion icon and former juror for the LVMH Prize, offers the winners a one-year mentorship program with luxury conglomerate LVMH and a cash prize of €150,000.
ERL, founded by the talented designer Eli Russell Linnetz, hails from the vibrant Venice Beach in California. The brand is renowned for its relaxed and vibrant interpretations of classic American basics. Offering collections for both men, women, and genderless pieces, ERL channels the laid-back California vibe in its designs. Linnetz describes his style as “relaxed and not always too serious, but with a good story to tell.” Inspired by his homeland and fueled by his passion for narrative design, Linnetz’s brand has already garnered attention. Dior Men’s creative director, Kim Jones, even handpicked some of ERL’s designs for a fashion exhibition at the renowned Metropolitan Museum of Art.
ERL has ambitious plans to expand its product range across new categories and continue growing its studio. Linnetz prioritizes sustainability and upcycling, aiming to establish his own local factory where everything can be ethically produced and sold. Additionally, the designer is considering opening a store in Paris in the future, indicating his brand’s global aspirations.
Winnie New York, the brainchild of Idris Balogun, is a premium menswear brand based in the trendy neighborhood of Brooklyn. Balogun boasts an impressive background, having previously worked at Burberry under Christopher Bailey, followed by a stint in Tom Ford’s prestigious made-to-measure department. In 2020, Balogun launched his own eponymous brand focusing on classic techniques, exquisite craftsmanship, sustainability, and the use of high-quality fabrics. Winnie New York strongly advocates for the use of natural fibers like cotton, linen, and wool to facilitate recycling. The brand also encourages the use of recycled materials and repurposing leftover stock.
Balogun expresses his gratitude for the opportunity to be a part of the esteemed LVMH Prize platform. He created Winnie New York as a tribute to his grandmother and considers it an honor to have her name associated with the legendary Karl Lagerfeld. The financial reward from the prize will immensely benefit Balogun, allowing him to expand his team, develop his brand’s online presence, and launch direct-to-consumer initiatives. Currently, Balogun is diligently preparing for Winnie New York’s highly anticipated presentation at Paris Fashion Week Men’s.
The accomplishments of both ERL and Winnie New York left the jury, which included notable figures like Silvia Venturini Fendi, Nigo, and Kim Jones, thoroughly impressed. The designers received positive feedback and were probed about their brand’s unique approach, growth potential, and future business prospects.
It is worth noting that the Karl Lagerfeld Prize has significantly catapulted the careers of past winners, including renowned names such as Hood by Air, Jacquemus, Vejas, and Rokh. With this recognition and support from the esteemed LVMH Prize, it is certain that ERL and Winnie New York are destined for even greater success within the fashion industry.
To learn more about ERL and Winnie New York, you can visit their official websites:
– ERL: https://www.erl.design
– Winnie New York: https://www.wimmieny.com
