The latest Longchamp spring 2012 campaign, starring Canadian models Coco Rocha and Liisa Winkler, is energetic, fun and fresh. “We really wanted to show this woman very active in the city, very dynamic,” said Sophie Delafontaine, the house’s creative director. Captured by Dane Shitagi in Manhattan and Dumbo, the campaign follows the girls while running and dancing in the streets. Both models have dance backgrounds and are joined in the Longchamp campaign by professional dancer Alexia Level. The choreography was made by Blanca Li who said that they tried to make a fresh and original movie. Coco Rocha wrote on her blog that, “I had so much fun with this dog, and yes, he was literally pulling me in every direction – that’s not acting!”
Indeed, the new Longchamp campaign is extremely refreshing and cheerful. The Longchamp woman becomes playful and is not afraid to take chances chasing after dogs and hopping over police barricades. “The Longchamp woman is free, independent and plays with fashion. An active woman, full of energy, contemporary. Cosmopolitan, she looks for enjoyment while remaining chic, elegant and fashionable,” Sophie Delafontaine said.
The brand’s spring 2012 handbag collection features numerous designs from casual and functional to a timeless, glamorous and elegant style. Longchamp brings lots of stylish goodies such as a new interpretation of a modern Amazon, a contemporary embodiment of the legendary warriors, in an exquisite line of saddlery-inspired bull-calf leather accessories, but also the famous Légende bags inspired by former doctor’s bags with their structured form, which is the collection’s signature. The brand also adopts an exotic theme with a discreet graphic design for an incredibly on-trend result.
The legendary house branched out from its handbag mainstays and ventured into ready-to-wear, footwear and other accessories. “The Longchamp brand is expanding on an international scale, needing to cope with this continuous movement as it always did with its collections, collaborations and more recently with its ready-to-wear line. The choice of the ‘creative movement’ concept perfectly answers to Longchamp’s identity,” said Marie-Sabine Leclercq, head of global communications at Longchamp.
Photos courtesy of Longchamp