Longchamp returns to its roots


The supermodel Mica Arganaraz PHOTO BY RÉMI LAMANDÉ

THE Longchamp Fall / Winter 2021 show, filmed in the Battesti merry-go-round designed by Gustave Eiffel, draws inspiration from the Parisian origins and the equestrian heritage of the brand – after all, it bears the name of the most famous racecourse in the French capital. The season’s advertising campaign, revolving around the parade, continues the tribute, with star model Mica Arganaraz embodying Longchamp’s vision of the Parisienne.

In the main visual, Mica wears the look with which she memorably opened the show: a black Saharan belted on a thin red rib and the shorter of the white shorts with black rain boots and long red socks. Leaning against a stable wall with a horse in the background, she is the epitome of effortless elegance, dressed for the active life. As if to underline this point, she wears the graphic reinterpretation of Longchamp’s iconic Roseau bag collection – launched in 1993 as a roomy tote secured by a bamboo toggle – which boldly combines a shiny crocodile print and velvety suede leather.

A second visual shows the bag hanging from a ring to which a horse would normally be attached, under an equine nameplate marked Roseau. Another still life features the most luxurious iteration of the Roseau, in smooth cognac-colored calfskin with cream edges. Perched on a saddle in the upholstery, it evokes the tradition of Longchamp know-how. In another image, Mica walks out of the stables in a caramel suede ensemble wearing a mini Roseau with a vintage-looking acetate button and chain. Here, as throughout the countryside, the sunlight on the golden stone of Paris creates a warm and luminous atmosphere, conveying the energy and authenticity that are fundamental to Longchamp.

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