Alexa Chung might have released a book and a small makeup like, but she's still the It girl of fashion. This is why it comes as no surprise that the Alexa Chung for Longchamp spring/summer 2014 campaign is a project that really makes her best qualities shine. The model replaced Coco Rocha as the face of the label. It seems like not only average women are finding it hard to resist having a girl crush on her.
According to Longchamp's international communications director, Marie-Sabine Leclercq, she managed to cast a spell on the entire team when she was a DJ at the brand's London flagship opening party in September: “The whole team fell under her spell. She immediately had a real vision and made a very on-point contribution to the looks for the shoot. There was such a synergy and an energy that we all went home delighted with this initial experience with her.”
Moreover, the French label saw in her the perfect qualities they wanted to highlight in the new line: "For the new Escales collection - which is cheerful, colourful and bursting with energy - we needed a woman who was both chic and modern. Alexa Chung is the woman who embodies it the best. Her enchanting gaze, which is very strong and very present, gives the campaign a lot of personality. She has energy and confidence," the brand's representative added.
The new Alexa Chung for Longchamp spring/summer 2014 ad campaign was shot in Saint-Tropez by Max Vadukul and styled by Alexis Roche. The new ads are an ordinary seasonal thing. They mark a very special moment in the French label's history. It marks the 20th anniversary of Longchamp's best-selling Le Pliage bag. A short film made by Jean-François Julien is also part of the promotional efforts made for the warm season line, however, it will only make its debut during the upcoming New York Fashion Week.
If we were to sum up the new Alexa Chung for Longchamp spring 2014 campaign in just two words, these would definitely be “effortlessly modern”. The ads bring several gorgeous simple, classy outfit into the spotlight which have a distinctly polished allure, but which project a carefree attitude at the same time. Turns out, Alexa Chung really is the poster girl for the modern chic style!