Longchamp S/S 2014 : Alexa Chung by Max Vadukul

[Hannyeng]

BIRTHDAY GIRL: Alexa Chung is Longchamp’s latest woman in motion. The French leather goods firm tapped the vivacious “It” girl to front its spring campaign — the first volley in a year’s worth of events to mark the 20th anniversary of its best-selling Le Pliage bag.

Spots showing Chung frolicking around Saint-Tropez — occasionally behind the wheel of a vintage Fiat convertible with unusual wicker seats — are to break in select February magazines, including Taiwanese Elle and American and British Vogue.

Max Vadukul shot the print ads with Alexis Roche as stylist, while Jean-François Julien did a short film that will make its debut during New York Fashion Week on social media and as digital advertising.

Marie-Sabine Leclercq, head of global communications, noted more than 20 percent of Longchamp’s media spend now goes to digital. Its latest mini-movie, titled “Bigger Than Life” and starring model Coco Rocha, has logged more than a million views online.

wwd.com

 

[TREVOFASHIONISTO]

no, this isn't good

 

[Psylocke]

Looks way too forced and unnatural. Alexa looks kind of 'not there'. The colors are nice for a Spring ad, though.

 

[Nymphaea]

Some more pics

vogue.co.uk

 

[john2elmejor]

It just doesn't work...

 

[UpperEchelon]

I don't even understand why something deep in me still expects something good from these Longchamp campaigns, I think that Kate + Sasha photos always come to my mind whenever I see the brand name but I should know that I'll probably never see a campaign that iconic again

 

[justaguy]

Really like the use of color but Alexa doesn't sell this at all.

 

[Hector]

The bag is so forced into the shot. Why shoot from the front of the car when the bag would be hidden.

 

[kokobombon]

I don´t like it but still better than FW imo :/

 

[vandekamp]

The girls on The Face did a better job than this tbh. Not liking this one bit, but the colours are indeed nice.

 

[Koibito]

How about no? sorry to say this but she's so boring.

 

[AD011620]

mmmm... it simply doesn't work...

 

[Vanillaheroine]

The video