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GETTING ATTENTION: Extending its media plan from traditional print to online and outdoor platforms, French leather goods brand Longchamp is courting passengers at Paris’ Charles de Gaulle Airport with its first-ever billboard. The image depicts Kate Moss lying suspended in the arms of six “An Officer and a Gentleman”-style male models in crisp white uniforms. Mert Alas and Marcus Piggott shot the campaign in a London studio. Using shadowy lighting, the faces of the men have been blacked out to leave a graphic line of white circular hats, while the final man holds Longchamp’s new Gatsby bag, which appears in various versions throughout the story. Other shots in the campaign see a red-lipped Moss and Daria Werbowy pulling mock salutes and marching steps against the backdrop of officers. Joining fashion’s trend for moving images, a “making of” short film by Sean Ash will be aired on the brand’s Web site. The campaign, set to roll out in July in glossies and on Web sites internationally, with no change in budgets versus the second half of 2008, will hit billboards in New York’s Times Square and central London for the holiday season. “The idea was to have a very rock ’n’ roll, sexy fashion attitude,” said Sophie Delafontaine, Longchamp’s artistic director. Military tailoring in the house’s fall clothing collection inspired the story, she said.
Meanwhile, Jean Cassegrain, Longchamp’s managing director, revealed the brand is gearing up to launch a European e-commerce site that will be open to France from July before rolling out to other countries. The brand already operates an e-commerce site for the U.S., launched in 2005, as well as a made-to-measure site where customers can customize the brand’s Pliage bag and one of its leather totes, opened in 2003. And work is already under way on Longchamp’s Madison Avenue location that will serve as the model for a new store concept for the brand, likely to be unveiled early next year. Longchamp also is gearing up to open stores in Barcelona and Düsseldorf, according to Cassegrain. — Katya Foreman