LONGCHAMP has released the visuals for its 2014-2015 Autumn/Winter campaign, themed "Chic and Charm." The campaign will begin in August. The visuals were shot at Chateau des Ormes, an 18th-century building near Tours, France. The photographer is Max Vadukul. The new iconic bag series, Le Pliage(R) Heritage, which embodies "chic," is available in luxurious versions in ecru, deep red, and baby hair calfskin with a panther print, and Alexa Chung, who continues to serve as the campaign model from last season, embodies "charm." Marie-Sabine Leclercq, Longchamp's Head of Global Communications, commented on this season's campaign, "Le Pliage(R) Heritage is a style that combines artisanal and modern styles. I am confident that this 360-degree media campaign, including social media, will take the Maison to a new stage." Le Pliage(R) Heritage is a new high-end model created to commemorate the 20th anniversary of the best-selling Le Pliage(R). Unlike the existing series, which uses foldable soft leather, this model features a square form and a sturdy texture. It is scheduled to be released in September. Prices range from 140,000 to 210,000 yen. Although it is more expensive than the brand's existing items, the quality is worth the price. A short film inspired by "Alice in Wonderland" will be released online on September 9th (French time). The song is a new release by French electro singer-songwriter Christine and the Queens.

In addition, illustrator Fabienne Legrand, who worked on the graphic novel "My Two Lovers, My Bag and Paris" in collaboration with Longchamp, accompanied the campaign shoot and created five pieces depicting Alexa and the film crew.