International It-girl and style icon Alexa Chung is the face of Longchamp’s Spring 2014 advertising campaign, keeping up the company’s track record of high-impact signings, from Kate Moss in 2006 through to Coco Rocha in the upbeat creative movement ads of the past four seasons.
Widely admired for her fashion sensibility, Alexa Chung juggles modelling assignments with careers as a DJ, journalist and TV presenter in London and New York. A contributing editor and three-time cover girl for British Vogue, she recently published her first book, a collection of personal writings, drawings and photographs, appropriately entitled It. Alexa’s encounter with Longchamp happened when she attended the opening of the company’s new Regent Street flagship in September. Shortly afterwards, she was setting off for Saint Tropez to shoot the Longchamp Spring 2014 campaign.
Marie-Sabine Leclercq, Head of Global Communications at Longchamp, comments: “Longchamp is defined by its vision of optimistic luxury. We intend luxury to be part of the everyday life of an active, dynamic, cosmopolitan woman – a woman who loves fashion, but is not a fashion victim. Alexa Chung totally represents that vision. She is smart, sparkling, stylish – the ultimate embodiment of the movement and energy that are at the heart of Longchamp.”
Following on from Paris and New York, the legendary resort of Saint Tropez was chosen as the ideal setting for the relaxed glamour of Longchamp’s Spring 2014 ready-to-wear collection. The beautiful late-summer light is captured to perfection by photographer Max Vadukul, who has shot two previous Longchamp campaigns. Alexa Chung brings her characteristic charm and freshness to the visuals, which are styled by Alexis Roche, and feature key pieces including sporty shorts, slip-on silk dresses and one of Longchamp’s signature coats in butter-soft leather.
The other star of the campaign is Le Pliage® Cuir, which appears in all the season’s standout shades – Lemon, Orange, Vermilion and Platinum – as Longchamp prepares to celebrate the 20th anniversary of its iconic foldable bag in 2014.
Maintaining the momentum of recent seasons, the Longchamp Spring 2014 advertising campaign will launch across an integrated range of media – including print, outdoor and digital – from January 2014. Especially eagerly awaited will be the film shot by Jean-François Julian. Starring Alexa Chung in a breathless chase through the streets of Saint Tropez, it will premiere on www.longchamp.com and social media beginning of February 2014.
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