LONGCHAMP Spring 2013 advertising campaign entitled “You Should Be Dancing” introduces a new star choreographer: Belgian-born Salim Gauwloos, noted for his high-profile collaboration with Madonna on her iconic Blond Ambition Tour. For the third season running, Coco Rocha is Longchamp’s choice to front the campaign. According to Marie-Sabine Leclercq, Head of Global Communications, the Canadian model is “the perfect embodiment of the Longchamp woman - a woman who is optimistic, dynamic, cosmopolitan, who loves fashion but is not a fashion victim”. She is joined by blonde Liisa Winkler, who featured in the first season of the campaign and who, says Marie-Sabine Leclercq, “represents the sophistication that – with the expansion of the ready-to-wear and shoe collections – is an increasingly important dimension of the Longchamp brand”.
Reflecting the architectural theme of Longchamp’s Spring 2013 collection, the advertising campaign was shot in the former TWA Flight Terminal of New York’s JFK airport, designed by the architect Eero Saarinen. With its spectacular aerodynamic lines, the building, though now closed, remains a famous New York landmark and features on the US National Register of Historic Places. The print visuals, once again photographed by Max Vadukul, spotlight the season’s star bags, including Longchamp 3D, Gatsby Sport and the LM Cuir line in its new palette of rainbow shades, as well as Longchamp shoes and ready-to-wear. The Longchamp woman is depicted as a glamorous traveller running to catch her plane, grabbing her bag from the luggage carousel, or passing through security.
It is this latter theme which provides the storyline for the accompanying film, directed by LA-based duo SKINNY, who has a background in music videos. To the soundtrack of the Bee Gees’ hit “You Should Be Dancing”, two chic travellers walk through the airport’s security gates and, as they are searched by customs officers, suddenly begin to dance. Choreographer Salim Gauweloos takes up the story: “I was inspired by the idea of the Longchamp woman as fun, free and confident, and combined all these elements in a disco-based choreography. I put the steps together with Coco and Liisa, who are both beautiful girls and great actresses, and everything worked like magic – the energy was fantastic,” he says.