Longchamp Returns to its Roots with its Fall 2021 Advertising Campaign
The Longchamp Fall/Winter 2021 fashion show, filmed at the Gustave Eiffel-designed Battesti riding hall, was inspired by the label’s Parisian origins and equestrian heritage—it was, after all, named after the French capital’s most famous racecourse. The season’s advertising campaign, which was shot around the show, continues the tribute, with star model Mica Arganaraz embodying Longchamp’s vision of the Parisienne.
In the lead visual, Mica wears the look with which she memorably opened the show: a black safari jacket belted over a red skinny-rib and the shortest of white shorts, with black rain boots and long red socks. Leaning against a wall of the stable with a horse in the background, she is the epitome of effortless elegance, dressed for life on the go. As if to emphasize the point, she carries the collection’s graphic reinterpretation of Longchamp’s iconic Roseau bag – launched in 1993 as a spacious tote secured with a bamboo toggle – which boldly combines glossy crocodile-print and velvety suede leather.
A second visual depicts the bag hanging from a ring to which a horse would normally be tethered, below an equine name plate marked Roseau. Another still-life features the most luxurious iteration of the Roseau, in smooth, cognac-coloured calfskin with cream edges. Perched on a saddle in the tack room, it evokes Longchamp’s tradition of savoir-faire. In another image, Mica strides out of the stables in a caramel suede ensemble carrying a mini Roseau with a vintage-look acetate toggle and chain. Here, as throughout the campaign, sunlight on the golden stone of Paris creates a warm, luminous ambiance, conveying the energy and authenticity that are fundamental to Longchamp.
This season, Longchamp’s irresistible array of bags are designed to accompany the Parisienne life on the go. The stars of the season are the Roseau and Brioche.
For the past 25 years, Longchamp has put the iconic Roseau bag front and center with its line of bags and its latest take gives a distinctively modern take. With its smooth cowhide leather in natural, ecru, and red, this bag is accessorized with vintage-looking acetate toggle and chain. The structured shape is complemented as well with the glossy crocodile-print texture.
Like its namesake delectable French pastry suggests, the Brioche is a chic and compact statement bag that also highlights a functional luxury. It features a neat flap that conceals a deceptively spacious interior and has a sliding metal chain that allows to be worn in a variety of ways. The butter-soft lambskin highlights pastel shades such as powder pink and dove gray. It also puts the spotlight on a refined and relaxed variation in a distinctive denim style.
Collaborating with photographer Rémi Lamandé and videographer Hugo Jozwicki, creative director Sophie Delafontaine's vision of Très Paris collection is clear: the union of luxurious elegance with the brand's equestrian heritage is a dynamic expresion of Longchamp's art de vivre.
Très Paris collection is also available in-stores at Rustan's Makati, Shangri-La Plaza, and Cebu