For Longchamp’s Spring 2020 campaign, the brand has once again selected supermodel Kendall Jenner for its California desert-inspired images. Photographed by Columbine Goldsmith and styled by Marie-Amélie Sauvé, the campaign pays homage to Longchamp's theme for its Spring 2020 collection -- the solar journey from dawn to dusk. The photos capture Jenner amid a deep blue sky and sandy beige rocks for a bespoke and stunning aesthetic.
Longchamp’s Spring 2020 campaign highlights one of the brand's most emblematic bags: the Roseau. Originally launched in the 1990s, this purse has been reimagined this season in a mini edition and features the toggle increased to contemporary, oversized proportions. The avant-garde bag is worn by Jenner in an à la mode fashion -- short and across the body.
The Longchamp Summer 2020 print campaign featuring Kendall Jenner will be released worldwide in February 2020, while three short films featuring the campaign’s three variations on the Roseau bag will be aired on Longchamp's website and on social media.
Desert-Inspired Luxury Purse Campaigns
Kendall Jenner Stars in Longchamp’s Spring 2020 Campaign
Trend Themes
1. Desert-inspired Luxury Purse Campaigns - Kendall Jenner's collaboration with Longchamp for a desert-inspired luxury purse campaign opens up opportunities for other brands to explore similar visually stunning concepts.
2. Spring 2020 Collection Themes: Solar Journey - The theme of Longchamp's Spring 2020 collection, the solar journey from dawn to dusk, presents a disruptive innovation opportunity for eco-friendly and sustainable fashion brands to incorporate nature-inspired elements in their designs.
3. Rise of Mini Edition and Oversized Proportions - Longchamp's reimagined Roseau bag in a mini edition with contemporary, oversized proportions taps into the trend of statement accessories, creating an opening for other designers to experiment with unconventional bag sizes.
Industry Implications
1. Fashion - The luxury fashion industry can take inspiration from Longchamp's successful desert-inspired luxury purse campaign, exploring new ways to create visually stunning and concept-driven marketing campaigns.
2. Accessories - The rise of mini edition and oversized proportions seen in Longchamp's Spring 2020 collection opens up opportunities for other accessories brands to experiment with unconventional sizes and designs.
3. Retail - Longchamp's Spring 2020 campaign featuring Kendall Jenner and the reimagined Roseau bag presents an opportunity for retailers to leverage the popularity of collaborations and limited editions to drive sales and brand loyalty.