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Coco Rocha for Longchamp Spring 2012 Campaign

Among so many new fashion campaign, the latest Longchamp spring 2012 campaign, featuring Canadian models Coco Rocha and Liisa Winkler, as well as professional dancer Alexia Level, is certainly highly energetic, fresh and fun. Extremely dynamic and youthful, the French house’s campaign manages to perfectly express the Longchamp spirit.

“We really wanted to show this woman very active in the city, very dynamic,” said Sophie Delafontaine, the house’s creative director. Captured by Dane Shitagi in Manhattan and Dumbo, the Longchamp spring 2012 campaign presents the girls running and dancing in the streets. Both the models have dance backgrounds and manage to harmoniously follow professional dancer Alexia Level. The choreography of the campaign was made by Blanca Li, who revealed that they were trying to make a fresh and original movie.
Coco Rocha wrote on her blog that, “I had so much fun with this dog, and yes, he was literally pulling me in every direction – that’s not acting!”
The newest Longchamp campaign presents the real Longchamp woman, who is free-spirited and fun, and isn’t afraid of chasing after dogs and hopping over police barricades. “The Longchamp woman is free, independent and plays with fashion. An active woman, full of energy, contemporary. Cosmopolitan, she looks for enjoyment while remaining chic, elegant and fashionable,” Sophie Delafontaine said.

The latest handbag collection brought by the renowned French label has some noteworthy designs, from casual and functional to timeless, glamorous and elegant pieces. You can spot some new interpretations of a modern Amazon, a contemporary embodiment of the legendary warriors, saddlery-inspired bull-calf leather accessories, Légende bags inspired by former doctor’s bags, which is the collection’s signature item. The brand also brings some exotic touch to the entire line by opting for graphic designs that look extremely charming.
Longchamp also presents its new branch producing ready-to-wear, footwear and other accessories. “The Longchamp brand is expanding on an international scale, needing to cope with this continuous movement as it always did with its collections, collaborations and more recently with its ready-to-wear line. The choice of the ‘creative movement’ concept perfectly answers to Longchamp’s identity,” said Marie-Sabine Leclercq, head of global communications at Longchamp.



Photos courtesy of Longchamp

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