We had a sneak peek into Longchamp’s Spring 2014 collection recently when the brand launched its flagship store in Pavilion KL and now, Longchamp kicks off its Spring 2014 campaign with the international style icon, Alexa Chung.

Maintaining the momentum of recent seasons, the Longchamp Spring 2014 advertising campaign will launch across an integrated range of media – including print, outdoor and digital – starting from January 2014.

• Click here to see a sneak peek of the Longchamp Spring 2014 collection

The spring campaign follows Alexa Chung, the fashion It-girl, in a chase through the streets of Saint Tropez with her co-star, the Le Pliage® Cuir, appearing in all of the season’s standout shades – Lemon, Orange, Vermilion and Platinum – as Longchamp prepares to celebrate the 20^th anniversary of its iconic foldable bag in 2014.

Alexa brings her characteristic charm and freshness to the visuals, which are styled by Alexis Roche and photographed by Max Vadukul, who has shot two previous Longchamp campaigns in the sunny and vibrant streets of Saint Tropez.

Following up with the exciting advertising campaign, a short film captured by Jean-François Julian, will be premiering worldwide on www.longchamp.com and its social media platforms from February 2014 onwards.

Marie-Sabine Leclercq, Head of Global Communications at Longchamp, comments: “Longchamp is defined by its vision of optimistic luxury. We intend luxury to be part of the everyday life of an active, dynamic, cosmopolitan woman – a woman who loves fashion, but is not a fashion victim. Alexa Chung totally represents that vision. She is smart, sparkling, stylish – the ultimate embodiment of the movement and energy that are at the heart of Longchamp.”

(Photos: Longchamp)