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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.
This story first appeared in the November 26, 2013 issue of WWD. Subscribe Today.
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.