British television presenter, model and contributing editor at British Vogue, Alexa Chung has lots to do and many roles to play. Her latest news about doing a fourth campaign with Longchamp certainly was heralded with gusto as the announcement was made in New York, the French leather goods brand gaining a gem once again. The label is still managed by the descendants of Jean Cassegrain, the luxury goods company having been opened to the masses since 1948. It is one of the older fashion houses in Paris, France, or more technically in the history of fashion.
The Longchamp fall 2015 campaign shot in Wynwood within Miami certainly benefited from the presence of current It girl and British model Alexa Chung. She has been the face of the brand since the spring/summer 2014 campaign and has followed well in the footsteps of Coca Rocha. The designs presented this time around, however, were thoroughly inspired by the designs of Memphis Group, all of which she perfectly showed off after coming to Miami from her latest shooting last year in Marseilles.
In January 2014, Longchamp sold its 30 millionth Le Pliage bag. It was most certainly something to celebrate. Toasting to the successes and the future collaboration between the brand and the model, the small dinner party in a dimply lit space above 9th avenue was most certainly one we would have loved to crash. The affair was low key, with close friends attending only. Chung has expressed her appreciation for the family business and stated how much she enjoys working with Longchamp. “I want creative input, not just quick turnaround. I think Longchamp respects that, though, and I appreciate that loyalty and discerning factor,” she said. “You think about how big the company is, — I mean, you see them everywhere, but it’s literally six people running the whole business. And we’ve gotten to know each other.” However, it seems she might make this her last collab with the brand, at least or a while. In the meantime, we can enjoy seeing our favourite Brit model stand about strutting through American Miami in French Longchamp leather, effectively combining 3 countries and 3 cultures, all in a single shoot.
The collection itself looks breathtaking, with the star item being the Heritage Le Pliage Mini, a miniature version of the bag that has sold 30 million to date. There are bomber jackets in black and white, as well as a leather mini skirt in trapeze cut. Graphic patterns against a black backdrop are in for the season, stretching into resort later on as well, and we see this clearly defined on a rather divine dress with the hem falling in gentle ruffles just a few inches above the knees. Even here, Chung is accessorized with a version of the Heritage Le Pliage, this time coming in a rectangular shape. The fall 2015 advertising campaign will be unveiled during the month of August and the collection available from September onwards.
Photos courtesy of Longchamp