Zooming around the streets of Saint Tropez, Alexa Chung’s carefree sensibility is as iconic as the destination itself. One of the industry’s hardest-working beauties, Chung’s breathless chase in a vintage Fiat convertible is not good-girl-gone-bad, rather, her latest assignment as the new face of Longchamp’s Spring 2014 campaign.
The former FLARE cover star was chosen after DJ’ing at the posh opening party of the company’s new Regent Street flagship in September. “We intend luxury to be part of the everyday life of an active, dynamic, cosmopolitan woman—a woman who loves fashion, but is not a fashion victim. Alexa Chung totally represents that vision. She is smart, sparkling, stylish—the ultimate embodiment of the movement and energy that are at the heart of Longchamp,’ said Marie-Sabine Leclercq, Head of Global Communications at Longchamp.
Alexa might have the palpable charm to move product off shelves, but it won’t be needed with the gorgeous new shades available in Le Pliage Cuir—Lemon, Orange, Vermilion and Platinum. The coveted role also has Chung representing the French brand on what will be the 20th anniversary of its classic bag.
Photographer Max Vadukul, two-time Longchamp campaign veteran, shot the Spring ready-to-wear collection which will also include slip-on silk dresses, sporty shorts and a Longchamp signature coat in buttery-soft leather.
There will also be a short film shot by Jean-François Julian starring Chung, which will debut on Longchamp’s website as well as social media in February 2014.
The campaign officially launches in January 2014. Stay tuned!