DANCING QUEENS: Longchamp is keeping Coco Rocha and Liisa Winkler on their toes. For its spring campaign, the French firm again put the Canadian models in the hands of a choreographer — this time, Salim Gauwloos, best known for his work with Madonna.
The print campaign, shot by Max Vadukul at the former TWA Terminal at New York’s JFK Airport, shows them waltzing through security and twirling around the baggage carousel, toting bags such as the Longchamp 3D, the Gatsby Sport and the LM Cuir line, as well as sporting the brand’s recently introduced shoes and ready-to-wear.
This story first appeared in the December 27, 2012 issue of WWD. Subscribe Today.
A campaign clip, by directing team Skinny, shows the pair being frisked by customs, then suddenly cavorting to the Bee Gees track “You Should Be Dancing.”
“I was inspired by the image of the Longchamp woman, who is funny, free and sure of herself, and then I worked all these elements into a disco choreography,” said Gauwloos. “We worked through the steps with Coco and Liisa, who are both fabulous women and actresses, and everything clicked — the energy was palpable.”
The campaign is the second under Longchamp’s “creative movement” concept, unveiled last year. It will launch in January in print, on billboards and on the Web. The clip will be unveiled on Feb. 12 on longchamp.com and social media, marking the launch of the brand’s new site, conceived as a digital flagship.