Longchamp S/S 09 presents models Kate Moss and Sasha Pivovarova by Mert and Marcus.
The stylish and unique Longchamp’s next campaign shines the limelight on the leather products house’s growing women’s ready-to-wear collection – along with those wanted handbags.
The photosets were made in Los Angeles by Mert Alas and Marcus Piggot.
The striking photo series shapes models Kate Moss and Sasha Pivovarova against a retro green wall adorned in pieces from its 12-piece spring line.
Local point of row is on outerwear, the line ranges from a silk and cotton blouse to a sporty linen trench in the house’s iconic LM horse graphics.
The ideas is to create key items you can mix with everything,” said Sophie Delafontaine, Longchamps’ artistic director.
While some prior campaigns have shown Kate Moss totally naked, with only a huge Longchamp handbag for decency, Longchamp’s spring take can be compared to classic vogue editing.
Today, handbags have become so much a part of the fashion world,” said managing director Jean Cassegrain, “It’s important we have a line of ready-to-wear to express our fashion personality.”
He noticed, however, that outfits depict less than 5% of its business.
The advertizing campaign is featured in February fashion magazines, with no alter in budgets versus the first half of 2007.
“We are lucky to be a fully family-owned business. When we talk of a timeline it’s not in terms of the next quarter, but [rather] a long-term view,” said Cassegrain.
- tendency spring summer 2013
