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Longchamp Taps 'It' Girl Alexa Chung

The brand's spring campaign is the first volley in a year’s worth of events to mark the 20th anniversary of its best-selling Le Pliage bag.

fashion-memopad/news

BIRTHDAY GIRL: Alexa Chung is Longchamp’s latest woman in motion. The French leather goods firm tapped the vivacious “It” girl to front its spring campaign — the first volley in a year’s worth of events to mark the 20th anniversary of its best-selling Le Pliage bag.

Spots showing Chung frolicking around Saint-Tropez — occasionally behind the wheel of a vintage Fiat convertible with unusual wicker seats — are to break in select February magazines, including Taiwanese Elle and American and British Vogue.

Max Vadukul shot the print ads with Alexis Roche as stylist, while Jean-François Julien did a short film that will make its debut during New York Fashion Week on social media and as digital advertising.

Marie-Sabine Leclercq, head of global communications, noted more than 20 percent of Longchamp’s media spend now goes to digital. Its latest mini-movie, titled “Bigger Than Life” and starring model Coco Rocha, has logged more than a million views online.