Alexa Chung New Face of Longchamp

By: Nov. 27, 2013
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Lonchamp has tapped "It" girl, Alexa Chung, as the face of its spring campaign. The campaign is the first big item in a year's worth of events to mark the 20th anniversary of its best-selling Le Pliage bag.

The ads which show Chung frolicking around Saint-Tropez, sometimes behind the wheel of a vintage Fiat convertible, are set to break in select February magazines.

The print ads were shot by Max Vadukul with Alexis Roche as stylist. Jean-François Julien made a short film that will debut during New York Fashion Week on social media and as digital advertising.

Marie-Sabine Leclercq, head of global communications, noted more than 20% of Longchamp's media spend is now digital. Its latest mini-movie, called "Bigger Than Life," starred model Coco Rocha and has gotten more than a million views online.

About Longchamp:

Longchamp is a French luxury leather goods company founded in Paris in 1948 by Jean Cassegrain. The Longchamp House is still owned and managed by the family. The company is primarily known for its leather and canvas handbags, its travel items, and numerous fashion accessories.

The brand is present all over the world through more than 236 boutiques and a total of more than 1,800 stores in some hundred countries.



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