SCHOOL IS IN: To capture the carefree collegiate vibe of its spring collection, Longchamp has tapped British photographer Elaine Constantine for its latest campaign, unveiled Monday.
Set in Paris’ prestigious Lycée Henri IV, the images show high-spirited students dressed in bright yellow blousons, cropped tops, varsity jackets and zesty dresses, with sparkle thrown in.
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This solar mood is what Longchamp’s creative director Sophie Delafontaine wanted and the reason why she called on Constantine.
A BAFTA-nominated writer, director and photographer, Constantine is known for her colorful depiction of confident and cheerful young women that have appeared in many fashion publications since the ’90s.
Her images have been displayed at The Photographers’ Gallery in London and the Victoria and Albert Museum, while the National Portrait Gallery has two of her portraits in its permanent collection.
“What interested me in her work is the energy and joy that exude from her images, as these two things are very important for us at Longchamp,” she said. “She captures energy through movement and for us, the Longchamp woman is one in motion, who is active, dynamic and does many things.”
Constantine is also “a rare photographer who knows how to capture women who are smiling and laughing without falling into cute or romantic notions,” she added.
For the campaign film, also by Constantine, the soundtrack, the 1995 anthem “Alright” by British alt-rock band Supergrass, further leans into this sunny direction.
“From the first bars of the track, it puts a smile on your face,” Delafontaine said. “But what was also important for Elaine and I was for those looking at the picture to feel they want — and can — be part of this gang. As long as you want to laugh, have fun and be yourself, you’re in.”
Models Alexis Sundman, Britt Herik, Rayssa Ricardo, Tiffany Guo, Zoe Petit and Feranmi Ayeni feature in the global campaign. On the Asian market, images feature the brand’s South Korean ambassador Kim Se-Jeong.
The cast is a nod to Delafontaine’s seasonal narrative of young women from different horizons heading to Paris, connecting over their shared “Parisian woman spirit, a little independent, sometimes a little impertinent,” she said.
“We are fortunate to have a part that’s extremely young, in high school,” she continued.
Recently, the brand has garnered increasing social cachet among young women, with classic Longchamp shapes seeing a resurgence on TikTok with sorority girls popularizing the nylon Pliage style as their “rush bags.” Delafontaine noted a sizable proportion of its clientele was still of high school age.
But although the campaign also reflects the brand’s youthful clientele — who are under 40 years old globally, according to Delafontaine — she was adamant that it was “more a philosophy and a state of mind that I’m talking about rather than an age.”
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