The Longchamp Fall/Winter 2021 fashion show, filmed at the Gustave Eiffel-designed Battesti riding hall, was inspired by the label’s Parisian origins and equestrian heritage – it was, after all, named after the French capital’s most famous racecourse. The season’s advertising campaign, which was shot around the show, continues the tribute, with star model Mica Arganaraz embodying Longchamp’s vision of the Parisienne.
In the lead visual, Mica wears the look with which she memorably opened the show: a black safari jacket belted over a red skinny-rib and the shortest of white shorts, with black rain boots and long red socks. Leaning against a wall of the stable with a horse in the background, she is the epitome of effortless elegance, dressed for life on the go. As if to emphasize the point, she carries the collection’s graphic reinterpretation of Longchamp’s iconic Roseau bag – launched in 1993 as a spacious tote secured with a bamboo toggle – which boldly combines glossy crocodile-print and velvety suede leather.
A second visual depicts the bag hanging from a ring to which a horse would normally be tethered, below an equine name plate marked Roseau. Another still-life features the most luxurious iteration of the Roseau, in smooth, cognac-coloured calfskin with cream edges. Perched on a saddle in the tack room, it evokes Longchamp’s tradition of savoir-faire. In another image, Mica strides out of the stables in a caramel suede ensemble carrying a mini Roseau with a vintage-look acetate toggle and chain. Here, as throughout the campaign, sunlight on the golden stone of Paris creates a warm, luminous ambiance, conveying the energy and authenticity that are fundamental to Longchamp.
The Longchamp Fall 2021 print campaign will break worldwide from September 2021, while two short films entitled Très Paris will be aired on longchamp.com and social media.