Longchamp‘s Autumn/Winer 2014 campaign celebrates the new Le Pliage Héritage bag. The striking trapezoidal shape was inspired by the iconic Le Pliage bag, which celebrates its 20th anniversary this year.
The original version of Le Pliage is the epitome of Longchamp’s leather range but is more of a casual everyday bag, while the Le Pliage Heritage tote is much more elegant and structured. There are four ways to carry it – over the shoulder, cross body, on your arm or in your hand. This line shows off Longchamp’s expertise with leather with details, like the slightly curved trompe-l’oeil flap and handles, that makes the bag stand out.
For the second consecutive year, everyone’s favourite It-Girl, Alexa Chung, stars as the face of the campaign carrying Le Pliage Héritage and Le Pliage Héritage Luxe in panther-print baby calf. The privately owned Château des Ormes, a time capsule of French 18th century architecture on the banks of the River Vienne near Tours in France serves as the backdrop.
Coinciding with the print campaign will be a short film entitled Longchamp Heritage with a Twist. The film is directed by Jean-François Julian and stars Alexa Chung in a series of Alice in Wonderland scenarios. The film can be watched from September 9th 2014 at www.longchamp.com.