Longchamp's New 'It' Girl! Alexa Chung Works Riviera Chic For Spring 2014 Campaign

26 November 2013 by

Alexa Chung Longchamp Campaign

Alexa Chung for Longchamp [Longchamp]

Alexa Chung Week may have wrapped up here at Grazia HQ, but the 'It' girl is continuing to treat us. News has just reached us that Chungers has bagged (ha) the role as Longchamp's new campaign face. Hurrah! The style icon follows in the footsteps of Kate Moss by fronting the brand's Spring 2014 advertising images.

So how did the collaboration come about? Well, you may remember Alexa was the DJ at the swanky opening party for Longchamp's Regent Street flagship during London Fashion Week in September. We spotted her dancing up a storm with her pals Pixie Geldof and Georgia May Jagger before Mossy herself arrived to join the shenanigans. Weeks later and Alexa was setting off for Saint Tropez to shoot the Spring 2014 campaign.

Alexa Chung Longchamp Campaign Alexa Chung Longchamp Campaign

Alexa Chung for Longchamp [Longchamp]

The legendary resort of Saint Tropez makes the perfect backdrop for Alexa's tres-cool ways and the images see her showcasing the ready-to-wear collection with that trademark mussed-up hair-do and carefree '60s vibe. Photographed by Max Vadukul and styled by Alexis Roche, she wears sporty shorts, slip-on silk dresses and a sumptuous coat in butter-soft leather. But it's Le Pliage® Cuir almost steals the show. The iconic foldable bag appears in all the season’s standout shades – Lemon, Orange, Vermilion and Platinum – just as Longchamp prepares to celebrate its 20th anniversary.

A film shot by Jean-François Julian is also due to arrive which promises to show La Chung in a breathless chase through the streets of Saint Tropez and will premiere on www.longchamp.com in February. Here, Marie-Sabine Leclercq, International Communications Director, talks about the energy on the shoot and why Alexa was the perfect choice...

Alexa Chung For Longchamp Spring Summer 2014 Campaign

Behind the scenes on the Alexa x Longchamp shoot [Longchamp]

Why Alexa Chung?
We choose a woman according to the values that she conveys. Longchamp luxury fits in perfectly with the everyday life of a working woman, full of energy and freshness, who loves fashion without being its slave. Alexa perfectly embodies all these things. She is the thirty-something woman who speaks to all women looking to find a style. Especially because she is not just a model. She has an attitude, which is both incredibly fashionable and incredibly stylish, and the music world in which she works is a source of inspiration for her. Alexa is beautiful and intelligent. She has energy and confidence. For the new “Escales” collection, which is cheerful, colourful and bursting with energy, we needed a woman who was both chic and modern. Alexa Chung is THE woman who embodies it the best. Her enchanting gaze, which is very strong and very present, gives the campaign a lot of personality.

How did you meet Alexa Chung?
We were introduced to her during the opening evening for our store on Regent Street in London in September 2013. She was DJing alongside Pixie Geldof and we asked to meet her the next day. She immediately accepted despite her very busy schedule. This modern working woman really corresponds to our values. She will therefore be the Longchamp face for two seasons (Spring and Autumn 2014).

Alexa Chung For Longchamp Spring Summer 2014 Campaign

Pixie Geldof and Alexa Chung at the launch of the Longchamp London flagship store [Getty]

Alexa is known for her sense of style and fashion. What exactly did she bring to the campaign?
Her deep “fashion” sensibility and her magnetic energy. The whole team fell under her spell! She immediately had a real vision. She made a very on-point contribution to the looks for the shoot. There was such a synergy and an energy that we all went home delighted with this initial experience with her.

How did the shoot go?
Sophie Delafontaine, Longchamp’s Creative Director, and myself are very involved in the creative process. We work in synergy with the Agency Air (who have been assisting us for over two years) and we have put in place a closely knit team. First of all, with a photographer whom we really like: Max Vadukul. He had already shot the “bike” campaign and the “JFK airport” campaign for Longchamp. Max is known for all of his great portraits of artists. His shots have a very lively and natural feel. Longchamp totally relates to the vision and the approach he takes to the brand.
The stylist Alexis Roche also helped to bring a “fashion” and elegant touch. We have built up a real relationship. Finally, the film was directed by Jean-François Jullian, whom we have known for a long time and whose artistic and cinematographic sensibility matches us very well.

What will be the main focus of the campaign?
A fun and glamorous stopover in Saint Tropez… The campaign is intended to have a “sunny” feel, with the rock ‘n’ roll and glamorous touch that Alexa brings. The environment has been designed like paintings by Nicolas de Staël, with an absolutely magical sense of colour and light.
We have chosen Saint Tropez because – over and above being a legendary setting worldwide – the colours there at the end of summer are beautiful and extremely soft. The light allows us to show our Le Pliage® Cuir bag collection off to best effect. These bags are found in all of the visuals and their vibrant colours give the season all of its dynamic energy.

Alexa Chung For Longchamp Spring Summer 2014 Campaign

Behind the scenes on the Alexa x Longchamp shoot [Longchamp]

So the campaign continues to evoke movement?
After using the bicycle, skis and plane, we have chosen the car, which indeed once again fits in with the theme of movement and mobility. Just like Alexa, Longchamp is firmly attached to creative mobility. From creative movement, we become a creator of movement.

When will the campaign begin?
The campaign will be launched simultaneously in all countries in January and February 2014 relying on a major poster, press and digital media plan. Our aim is to establish Le Pliage® Cuir all over the world. The designs presented will be the same, regardless of geographical area.

And the film?
Directed by Jean-François Jullian, it will showcase Alexa based on the famous “Catch me if you can!” theme. She gets lost in the city, runs through the streets and constantly changes outfits. This fun and dynamic film can be seen on our website at the beginning of February, as well as on all social media. We are going to create a whole mechanism that will allow us to cover the digital planet.

See Alexa's greatest style hits in the gallery below...

Alexa Chung in New York - 19 June 2014 

© Rex

Alexa Chung wearing Carven, New York - 18 June 2014 

Alexa Chung attends the 'Charles James Beyond Fashion' Costume Institute Gala in May 2014

Alexa Chung attends the 2014 Future Of Fashion Runway Show at The Fashion Institute of Technology in New York

Alexa Chung is seen strolling on the 'Rue de Rivoli' in March

Alexa Chung in Valentino at International Woolmark Prize on 21st February 2014

© Dimitrios Kambouris/Getty Images

Alexa Chung at the Marc Jacobs show on February 13, 2014

© Astrid Stawiarz/Getty Images

Alexa Chung at the Marc By Marc Jacobs show on February 11, 2014

© Paul Zimmerman/WireImage

Alexa Chung at Peter Pilotto For Target Launch on February 6, 2014

© Karwai Tang/WireImage

Alexa Chung at the British Fashion Awards 2013 on December 2, 2013

© Ian Gavan/Getty Images

Alexa Chung launches her Eyeko make-up collection at Selfridges on November 14, 2013

© Getty

Alexa Chung in Chanel at MoMA's 6th Annual Film Benefit, New York - November 2013

© Rex

Alexa Chung in Marc Jacobs at 'It' book signing, New York - 30 October 2013

© Rex

Alexa Chung in Valentino at Alexa Chung 'It' Book Launch, New York - 29 October 2013

© Getty

Alexa Chung at 2013 Whitney Gala And Studio Party - 25 October 2013

© Getty

Alexa Chung in Christopher Kane at 30th Annual Fashion Group International Night of Stars - 21 October 2013

Alexa Chung at Christopher Kane at London Fashion Week - September 2013

Alexa and Cara Delevingne at Mulberry at London Fashion Week - September 2013

Alexa Chung at Burberry at London Fashion Week - September 2013

© Getty

Alexa Chung in Jonathan Saunders at the Longchamp Regent Street Grand Opening Party - September 2013

© Getty

Alexa Chung out and about in London - 4 September 2013

Daisy Lowe and Alexa Chung at 'It' By Alexa Chung Book Launch Party - 4 September 2013

Alexa Chung in Carven at GQ Awards - 4 September 2013

Alexa Chung in Kenzo out and about in New York - 25 August 2013

Alexa Chung out and about, New York - 04 Aug 2013

Alexa Chung in Valentino shoes available at mytheresa at Bvlgari evening party - July 2013

Alexa Chung at Chanel show, Haute Couture Fall Winter 2013, Paris Fashion Week - 2 July 2013

Alexa Chung at House of Holland Resort Collection dinner, New York - 19 June 2013

Alexa Chung at Tate Americas Foundation artists dinner and after party, New York - 08 May 2013

Alexa Chung at Met Gala - May 2013

Alexa Chung out and about in New York - 3 May 2013

Alexa Chung at Catherine Martin and Miuccia Prada Dress Gatsby Opening Cocktail Party, New York, - 30 April 2013

© Getty

Alexa Chung At Heathrow - 23rd May 2013

Alexa Chung at Heathrow Airport, London - 26 April 2013

Alexa Chung at Chanel Tribeca Film Festival Artists Dinner, New York - 24 Apr 2013

Alexa Chung at Coachella - April 2013

Alexa Chung in Carven at British Airways & Visitbritain celebrate the opening of The Big British Invite, New York - 21 March 2013

Alexa Chung at amfAR Benefit Gala - February 2013

Alexa Chung at the British Fashion Awards - 27 November 2012

Alexa Chung at Chanel event - 12 October 2012

Alexa Chung in J W Anderson for Topshop at J W Anderson - February 2013

Alexa Chung at Mulberry - February 2013

Alexa Chung at Valentino Master of Couture opening - November 2012

Alexa Chung at Moschino Cheap And Chic at London Fashion Week - 15 September 2012

Alexa Chung at House of Holland, London Fashion Week - 15 September 2012

Alexa Chung at Margaret Howell, London Fashion Week - 16 September 2012

Alexa Chung at Mulberry, London Fashion Week - September 2012

Alexa Chung out and about, New York - 15 July 2012

Alexa Chung at Field Day Festival - 2012

Alexa Chung at Louis Vuitton fashion show, Shanghai- 19 July 2012

Alexa Chung New York Fashion Week - 10 February 2012

Alexa Chung at Chanel, Haute Couture Fashion Week - 03 July 2012

Alexa Chung in Christopher Kane at Scottish Fashion Awards - 11 June 2012

© Getty

Alexa Chung at the Launch Of The Alexa Chung For Madewell Fall 2011 Collection - 21 September 2011

Alexa Chung at Louis Vuitton show, Paris Fashion Week - 05 October 2011

Alexa Chung at Marc Jacobs show, New York Fashion Week - 13 September 2010

Alexa Chung at Yves Saint Laurent's New Fragrance 'Belle D'Opium', New York - 17 June 2010

Alexa Chung in Marc Jacobs at Costume Institute Gala Benefit - 7 May 2012

© Rex

Alexa Chung at Chanel, Paris Fashion Week - 9 March 2010

© Rex

Alexa Chung in Chanel at British Fashion Awards, London - 07 December 2010

Alexa Chung in Erdem skirt at London Fashion Week - February 2012

Alexa Chung at Burberry show, London Fashion Week - 21 September 2010


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