Favourite fashionista Alexa Chung named as the new face of Longchamp

Alexa Chung has been named as the new face of luxury leather wear brand Longchamp. Following in the footsteps of former Longchamp muses including Kate Moss, Chung will front the label’s S/S 2014 and A/W 2014 advertising campaigns.

Last October 30-year-old Chung, who replaced model Coco Rocha, posed for the new campaign in the sunny holiday resort of St Tropez. Photos include shots of the trend-setter skipping through the streets, posing on the harbour and driving a baby blue vintage style Fiat, whilst swinging various Longchamp bags from her arm.

Driving in the light blue vintage car, Chung is accompanied by the brand’s classic Le Pilage bag, a favourite with bag lovers the world over. This year the fold-away bag marks its 20 years of production, with Chung’s project being one of the first of many projects to celebrate the anniversary. Chung also models the brands new Escales range of brightly coloured bags.

“For the new Escales collection – which is cheerful, colourful and bursting with energy – we needed a woman who was both chic and modern,” said the label’s international communications director, Marie-Sabine Leclercq. “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. She has energy and confidence.”

Chung first worked with the label when she DJ’d at the opening of its London flagship store in September, after which she was signed up as Longchamp’s new muse and whisked off to be snapped by fashion photographer Max Vadukul.

“The whole team fell under her spell,” said Leclercq. “She immediately had a real vision and 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.”

Hollie Bracciale
Photos: Max Vadukul

Look out for Longchamp’s new campaign in the New Year. Until then shop for the luxury leather wear here.