Longchamp’s Fall 2017 advertising campaign stars a new face, Danish supermodel Freja Beha Erichsen, in a series of stunning visuals shot on the streets of Paris by top fashion photographer Angelo Pennetta.
Fundamental to Longchamp’s heritage and DNA, Paris has been a key element of all its recent campaigns. The vision presented here is of a modern, vibrant city, whose elegant perspectives and golden stone serve as a graphic backdrop to the fashion imagery of the campaign. “Queen of cool” Freja Beha Erichsen brings her signature nonchalance to the visuals, which were styled by Géraldine Saglio, as she models stand-out pieces from the Longchamp Fall 2017 collection.
The spotlight is turned on the season’s star bag, Mademoiselle Longchamp, an ontrend satchel in supple, sensual calfskin leather with sporty perforation detailing and a double strap for hand, shoulder or cross-body wear. Also featured, alongside key ready-to-wear pieces in leather, including stretch pants and a patent aviator jacket, is Fall 2017’s second new bag, the elegant Longchamp Madeleine, with its top handle, wide flap and emblematic bamboo clasp.
According to Longchamp Artistic Director Sophie Delafontaine: “This new campaign powerfully conveys not only the values of Longchamp – freedom, creativity, craftsmanship and intimate luxury – but also the idea that being Parisian is, first and foremost, a state of mind. It’s an attitude that can be defined in three words: liberty, spontaneity and sensuality.” This cosmopolitan vision is reflected by Freja Beha Erichsen, who joins a long line of famous faces, from Jean Seberg to Jane Birkin, who – although not actually born in Paris – epitomize Parisian chic.
Liberté, Spontanéité, Sensualité! The Longchamp Fall 2017 print campaign, comprising both single and double-page spreads, as well as a variety of outdoor formats, will break worldwide from mid-August 2017. It will be followed in early September by a film from French director Thomas Lachambre, to be released on social media and www.longchamp.com.