For the first time, Longchamp brings together Alexa Chung and Peter Lindbergh. A style icon and an iconic photographer: an encounter infused with emotion and femininity. With Paris as a timelessly beautiful backdrop, this fifth campaign featuring Alexa is an invitation to discover the new collection of eternally stylish Longchamp bags.
Longchamp chose Peter Lindbergh for his legendary ability to reveal the personality of his model. His work is famously described by Suzy Menkes as looking into “each person’s unvarnished soul, however familiar or famous the sitter”. His images for Longchamp not only capture Alexa Chung’s natural freshness and elegance, but also uncover a new dimension of emotion and sensuality. The visual that launches the campaign portrays Alexa as the quintessential Parisienne. Photographed under the arcades of the Palais Royal, she wears one of the season’s standout ready-to-wear pieces – a belted trench in butter-soft beige lambskin – and Longchamp’s bag of the season, Pénélope.
A second visual pictures Alexa in the Tuileries garden in a color-block shift dress with the Pénélope bag in electric blue and black, while a third shows her wearing one of Longchamp’s fluid silk blouses with Le Pliage® Héritage Tricolore in a graphic combination of girl pink, black and white.
According to Longchamp’s Artistic Director Sophie Delafontaine, the choice of Paris as the setting for the campaign was an important restatement of Longchamp’s heritage and origins. Indeed, the Longchamp woman is active and dynamic and can be seen every day striding through the streets of the capital – like Alexa Chung in this season’s mini-film, which will be released on social media and www.longchamp.com on January 11th, 2016.
The Longchamp Spring 2016 advertising campaign will launch worldwide January 2016.
Date of shoot September 2015
Longchamp creative director Sophie Delafontaine
Agency Air Paris
Creative director Tho Van Tran
Photographer Peter Lindbergh
Film Director Stephen Kidd
Stylist Alexis Roche
Model Alexa Chung
Hairstylist Stéphane Lancien
Make-up artist Emmanuel Sammartino
French luxury House Longchamp was founded in Paris in 1948 by Jean Cassegrain, is still owned and run by the Cassegrain family today. Longchamp’s luggage, handbags and accessories have a worldwide reputation for craftsmanship, quality, which now extends to shoes and ready-to-wear collections. Longchamp is an international brand that has maintained momentum and energy across the decades. It epitomizes French flair, fresh and inspiring creativity, as well as sharing the active lives of women across the world who enjoy a touch of luxury every day. Refreshing advertising campaigns and exciting collaborations with artists underline the contemporary and sometimes playful spirit of Longchamp, which owns more than 287 exclusive boutiques worldwide.
Locations: Dubai (Dubai Mall, Mall of the Emirates, Galeries Lafayette), Abu Dhabi (Galleria Mall), KSA (Panorama Mall, Riyadh), Kuwait (Avenues Mall), Egypt (City Stars Mall)