Alexa Chung is the new face of Longchamp

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The French accessories label has snapped up Alexa Chung as the face of the new campaign, set to drop in select fashion magazines’ February issues.

The 30-year-old was shot by fashion photographer Max Vadukul, driving a vintage Fiat convertible around Saint-Tropez, and showing off the latest Longchamp lines.   

“We intend luxury to be part of the everyday life of an active, dynamic, cosmopolitan woman — a woman who loves fashion, but is not a fashion victim,” explained Marie-Sabine Leclercq, Head of Global Communications at Longchamp. “Alexa Chung totally represents that vision. She is smart, sparkling, stylish — the ultimate embodiment of the movement and energy that are at the heart of Longchamp.”

She will also appear in a film for the brand, directed by Jean-François Julien and set to be unveiled during the upcoming New York Fashion Week in February next year. There’s a special emphasis this time around as the campaign also marks the 20th birthday of the top-selling ‘Le Pliage’ bag. 

Canadian model Coco Rocha was the face of the label for its recent fall advertising campaign, and she also starred as a giant version of herself, weaving through Manhattan skyscrapers, in the short Longchamp film “Bigger Than Life”.

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