Sasha Pivovarova joins Kate Moss for the new Spring/Summer 09 Longchamp campaign, shot by Mert & Marcus, to push the ready-to-wear line, as well as the luxurious bags, check here for the making-of the campaign.
You have most probably already seen this advertising campaign in your favourite glossies for the past couple of months, but I had to share them to express my views about not only this campaign, but the brand in general and the way its image has been managed over the seasons.
From what I can remember, I have always liked the Longchamp ads, especially the last few seasons. With Kate Moss as a muse, once lascivious in a deep purple corset, once Parisian chic in Café de Flore with Gaspard Ulliel, once modern luxury in Manhattan, and now retro-croisiere as seen here.
However, as much as I liked all these campaigns, I have never been able to relate them to the actual brand: for me Longchamp will always be this hideous canvas bag that all 16-year old French filles à papa carry to go to their lycée bourgeois.
I think the issue is therefore to do with the products and the image of this bag that sticks in my head, leading to preconceptions about the whole collections – do they do any other nice bag?
But looking at the supple brown leather bag on the picture above makes me want it very bad. Same for the python line, the black line, and even…the black heels.
Maybe it is the ready-to-wear development that encouraged Longchamp to project more of a lifestyle spirit. Nevermind, my brain is now starting to finally associate the brand with luxury covetable products: well done for them!
PS: Paris Fashion Week reviews to come soon. Just too hard to choose amongst the beauty. Clues: Stella, Christian and Louis.