LONGCHAMP FW2014/15 ad campaign is chic and charm Chic, with the new Le Pliage® Héritage bag, the epitome of Longchamp’s leather savoir-faire, whose striking trapezoidal shape was inspired by the iconic Le Pliage®, celebrating its 20th anniversary this year. Charm, with the sparkling Alexa Chung, the model, DJ, journalist and so much more who, featuring for a second successive season, embodies the dynamic and cosmopolitan Longchamp woman. In a nod to heritage and tradition, the campaign was shot in the privately owned Château des Ormes, a jewel of French 18th century architecture on the banks of the River Vienne near Tours. However, just as Le Pliage® Héritage balances tradition with modernity, so Alexa Chung brings her elegant historical surroundings bang up to date with her relaxed, rock ‘n’ roll attitude. Photographer Max Vadukul, favoured by Longchamp for the natural, spontaneous quality of his work, captures Alexa posing with Le Pliage® Héritage in two of the season’s standout shades, Ecru and Carmine, as well as the elegant Le Pliage® Héritage Luxe in panther-print baby calf.
A key element of this strategy is the short film, Longchamp Heritage with a Twist, directed by Jean-François Julian and starring Alexa Chung in a series of Alice in Wonderland scenarios. Showing on www.longchamp.com and social media from September 9th, 2014, the film will be more hotly anticipated than ever this season, since its soundtrack features a title <Wandering Lovers> by up-and-coming French singer-songwriter Christine and The Queens.
Finally, Longchamp is renewing its collaboration with the illustrator Fabienne Legrand, with whom it published last year’s hit comic album Two Loves Have I, My Handbag and Paris. Fabienne Legrand was present at the campaign shoot, and afterwards recorded the backstage ambiance in five witty and exquisitely detailed sketches featuring Alexa Chung, Jean-François Julian and others on set in the Château des Ormes.
Marie-Sabine Leclercq, Head of Global Communications at Longchamp, comments: “We are delighted with this campaign, which reunites the same artistic team of last season to spotlight Le Pliage® Héritage, a bag that combines artisan tradition with contemporary style. Alongside the stunning print campaign, an innovative 360° communication strategy, fully integrating digital and social media, is evidence of Longchamp’s capacity to stay one step ahead.”