《LONGCHAMP @ FW2012 Ad Campaign》

Longchamp Autumn 2012 advertising campaign maintains the momentum of the new creative movement concept it unveiled last season. Switching locations from New York to Paris, but retaining as Art Director renowned choreographer Blanca Li, the campaign, devised by the agency Air, again stars top model Coco Rocha as the Longchamp woman living her life with verve and vitality. Photographed by Max Vadukul, chosen for his spontaneous style and talent for rendering natural light, the charming images show the Longchamp woman in a series of iconic – and snowy – Parisian locations, from the steep stone steps of Montmartre to the elegant, tree-lined Place Dauphine. Coco Rocha, whose own exuberant personality and years of dance training again made her a natural choice, is accompanied in certain visuals by up-and-coming American model Emily DiDonato.

Whether they are riding a tandem around the Place Dauphine or performing an impromptu Charleston near the Pont Neuf, the two are clearly having a whole lot of fun – an impression which, according to Marie-Sabine Leclercq, Director of Marketing and Communications for Longchamp, reflects the very relaxed, good-humoured shoot. “We are absolutely delighted with the way these images capture the energy and joie de vivre of the Longchamp woman,”she says. “We are evoking a woman who is naturally chic and stylish. For her, fashion is about real life.” 

 The campaign spotlights Longchamp’s star bags, in particular the new LM Cuir line, which features the label’s heritage LM motif embossed for the first time on supple cowhide leather in the season’s deliciously rich shades of fire red, raspberry and duck blue. Longchamp ready-to-wear also features prominently, with an array of sumptuous fur-trimmed leather coats, as do shoes, a rapidly expanding sector for the label.

 The canine campaign star of last season is this time replaced by a bicycle, by now a familiar sight on the streets of Paris. It features both in the print campaign and in the new mini-film “Oh! my bike”,choreographed by Blanca Li and directed by Ridley Scott’s right-hand man John Mathieson, which Longchamp will release via its website and social media on September 6th. This follow-up to the cult “Oh! my dog” and “Oh! my bag” promises to be equally full of unexpected twists and turns.

 “Our aim this season is to reinforce our 360° global communication strategy, with not only an ambitious print and outdoor campaign, but also a series of initiatives in digital media, where Longchamp has a track record of innovation,” says Marie-Sabine Leclercq. “We are confident that this original and eye-catching campaign will further enhance Longchamp’s image as an international luxury label."