Alongside her starring role in The Encounter, the mini-film celebrating her announcement as Longchamp’s new ambassador, super model Kendall Jenner is making her debut in print as the face of the brand’s Winter 2018 advertising campaign.
Shot by David Sims and styled by Sara Moonves, the campaign portrays Kendall as a “21st-century Amazon” – dynamic, independent and empowered – at the same time as it positions Longchamp as a complete lifestyle brand through an equal focus on leather goods, accessories and ready-to-wear.
The spirit of the campaign is notable for its youth, freshness and sensuality. Each of the three double-page spreads juxtaposes two visuals, a portrait and a silhouette, in a dynamic layout which highlights different facets of the “modern Amazon”. Kendall is by turns feisty in a lamb and rabbit-fur coat with black and orange zigzag stripes, sexy in a fluid velvet tuxedo, and irreverent in a sumptuous shearling coat which showcases Longchamp’s heritage of leather craftsmanship. In each visual, she wears a variation on the season’s star Amazone bag, as if to make the point that the three moods are all expressions of one and the same personality.
Just as The Encounter celebrates values of dynamism, individuality, creativity and authenticity which Longchamp shares with Kendall and the generation of millennials she connects with, so this new print campaign is resolutely forward-looking, reaching out to women everywhere in a spirit of freedom and modernity. The Longchamp Autumn 2018 print campaign with Kendall Jenner, comprising single and double-page spreads, as well as a variety of outdoor formats, had broken worldwide in August 2018.