Model Alexa Chung has signed on as the face of Longchamp. Chung replaces Coco Rocha in the role of selling the brand’s accessories, such as the classic Le Pliage bag, which celebrates its 20th anniversary in 2014.
The new campaign was shot in St. Tropez by Max Vadanul. The campaign will also include a short film, shot by Jean-François Julien, which will debut during New York Fashion Week.
Print ads will be seen in February magazines.