Most Recent Articles In Memo Pad
Latest Memo Pad Articles
- Marie Claire Names Site Director
- Seventeen Magazine Cuts Four From Masthead
- Ian Schrager Talks Design
More Articles By
While some previous campaigns have shown Moss in her birthday suit, with only a large Longchamp bag for modesty, Longchamp’s spring take resembles classic fashion editorial. “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 noted, however, that clothing represents less than 5 percent of its business. The campaign breaks in a range of February glossies, with no change 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. Coming in January is a “making of” movie about the campaign for the Longchamp Web site, which receives more than 300,000 monthly hits.