Photo courtesy of Longchamp.
Photo courtesy of Longchamp.
Captured by director Theo Wenner, Longchamp’s “Live Green” campaign frames its heritage carry-all as a companion for moments shared in nature, vegetable patches, and glistening lake waters
Over the last year, Le Roseau has seen its renaissance within Longchamp’s family of carry-alls, becoming a predominant feature in the brand’s Autumn-Winter 2024 collection. All while emphasizing the brand’s history in travel and creative expression through Philippe Cassagrain’s own experiences, the heritage handbag is now believed to be synonymous with its wearer, adapting its identity to the qualities and sensibilities of the ever-moving woman.
For Longchamps’ Spring-Summer 2025 collection, the carry-all sees itself departing from the cityscape for the Parisian countryside as part of the brand’s “Live Green” campaign.
Shot through the lens of American photographer and film director Theo Wenner, the short film depicts a group of women as they find themselves exploring an evergreen yet intimate farmland far away from the noise of the city, all while showcasing the handbag’s versatility as well as its new selection of colors and finishes.
From running along the fields to a nearby pond to basking in the afternoon sun, each moment captured had Le Roseau close at hand, letting the bag’s open enclosure and detachable shoulder straps be the touches of convenience to an already carefree environment.
Alongside the Spring-Summer collection’s ready-to-wear garments, the handbag showcases a gradient of vibrant pinks to muted oranges with touches of cedar green and clay tones across its smooth calfskin and grained leather finishes, utilizing its cotton canvas variant to instead be the medium for brighter colors and picnic blanket-inspired patterns.
Joining Longchamp’s sunkissed retreat were brand ambassadors Kim Sejeong and Li Yitong, who were filmed and photographed by Wenner as they explored the estate’s sprawling flora and its amenities, all with their favored Le Roseau XS bags by their side.
Through Longchamp’s “Live Green” campaign, the brand believes that creative director Sophie Delafontaine blended her ability to captivate the women who revel in their curiosities for travel and shared experiences with the picturesque eye of the American visual artist. “I have admired Theo Wenner’s work for a long time, his handling of light captured the collection’s natural dimension and enabled us to create images that convey an authentic intimacy,” shares Delafontaine.
Visit the Longchamp website to view the Le Roseau, and visit Longchamp’s Facebook and Instagram pages to learn more
