Essence of Summer.
Imagine this: The sun begins to rise over the horizon, casting a beautiful golden ray across the countryside. A group of friends make their way to a rural retreat outside of the city. As they take their time away from the hustle and bustle, they yearn for a chance to escape and bask in nature.
And that’s what Longchamp achieved for its Summer 2025 campaign. In collaboration with renowned American photographer and filmmaker Theo Wenner, the campaign beautifully captures the essence of summer leisure amidst the scenic greenery. Fronting the campaign are Longchamp’s ambassadresses and friends of the house, Kim Se-jeong and Li Yitong, who elegantly embrace the spirit of summer.
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This season, the campaign visually transports us to the simplicity of life with a warm embrace of nature. Through Wenner’s lens, the campaign boasts the joy of a sun-filled summer through pond-side runs to playful swings in the garden. At the heart of it all is the Le Roseau bag, a chic shoulder or top-handle bag to accompany you on every adventure. Adored for its jewel-like bamboo clasp, the bag embodies the spirit of elegance and nature.
Since its creation in 1993, the Le Roseau has been reimagined in chic variations. Destined for every escapade, it comes in various sizes to cater to every personality. Whether it’s the XL tote or the new crossbody, go ahead and carry this with you from the airport to town.
Staying true to the essence of nature, the collection takes on new colours and prints—from gingham to embroidered denim. In luxurious, smooth leather, the latest iterations in shades of ginger, bark, and root encapsulate a summer affair, complemented by a new pale gold-tone–an understated nod to the rich tones of ripe corn.
To match, explore this season’s sunglasses collection, which evokes the aesthetics of the ’70s in warm tones –artichoke, ballerina, bark and beetroot– and is highlighted by a white border.
Parisian, elegant, feminine and dynamic – these are the four words used to describe Le Roseau. More than a bag, Le Roseau enhances the lifestyle of the modern Longchamp woman—one who embraces both style and functionality in her daily life.
Discover Longchamp’s Summer 2025 collection here.
