FRENCH LUXURY leather goods maker Longchamp recently celebrated the opening of its flagship store at upmarket mall EmQuartier with a philanthropic gesture – a specially designed Le Pliage Heritage Tricolore Thailand bag that was auctioned off to raise funds for the Thailand Heart Foundation under Royal Patronage.
“I felt it was the best way to honour Bangkok as I know Thai ladies are very sensitive to the quality of our products,” said Sophie Delafontaine, Longchamps artistic director and the granddaughter of its founder, who flew in especially for the occasion together with brand ambassador, top model Alexa Chung.
“For Bangkok, I wanted something very feminine and elegant so I chose orange pink and pastel pink enhanced by gold buttons and a little Swarovski crystal,” she added.
The auction, which was held as part of the opening event, saw anti-ageing specialist Dr Puttipong Poomsuwan snap up the prize for Bt250,000 as a present for his wife.
“We are very please to support this foundation because it is something we also do in France, Delafontaine explained.
“I’m very proud of the grand opening and really excited to observe the dynamism of this fashion city . I think it is a huge statement for Longchamp to open the flagship store here. It represents the new lifestyle of Longchamp.
“Thai women demand quality so I know we will continue to do well here. Longchamp loves to play with a lot of colours and that’s what I start with when I come up with a new collection.”
Chung too was delighted at the reception the new store received. Now in her sixth consecutive season as the brand’s ambassador, she often joins Delafontaine on her trips abroad and the two have become good friends. “I’m a huge fan of France as well as the brand, which is incredibly modern, up to date and relevant to every international fashion arena. Sophie and I are both passionate about fashion. We also have a similar appreciation for art, culture and travelling,” she said.
The English fashion model, television presenter, and contributing editor at British Vogue does however sport a different look for the 2016 campaign, .
“It’s my hair,” she laughed, pointing to her head. “As I’ve moved from my 20s to my 30s my style has developed and that’s reflected through the Longchamp collections as well. Shooting the ad campaign in all these amazing places has been an education. I always learn a lot with Longchamp. It’s been |lovely.”
The best part, Chung said with a grin, is annoying her |ex-boyfriend by having her face beaming out at him all around the world.
“I travel a lot and it is weird when I’m in an airport or on a street in Paris or New York and see my poster on the billboard. It’s huge!”
Her favourite bag, she says, is Le Pliage Heritage Hobo. “It a classic shape in beautiful leather. My favourite is the brown and black, and the strap is perfect. It suits more subtle situations and for the way I travel and work, it’s a really cool bag.”
She defines the brand in just three words: “Chic”, “International”, and “Optimistic”.
“One of the main things about having good style, is knowing yourself very well,” she said. “I admire women and men who express themselves through clothing.
“It doesn’t have to be expensive or crazy. It can be anything providing it rings true. Someone who looks amazing is confident and happy to express him or herself. I’m very lucky that Longchamp wants me as its brand ambassador. “
The guests at the launch were lucky enough to enjoy a sneak preview of the ad campaign for autumn 2016, which introduces a new range of luxury leather bags modelled by Chung, all of them reflecting the true Parisian style of Longchamp.
This source first appeared on The Nation Life.