Longchamp, the famous Parisian brand of bags and suitcase for women, has recently announced Yitong Li as its new brand ambassador in the Chinese market. This collaboration brings together the timeless elegance of Longchamp with the fresh and dynamic energy of one of China’s rising stars.
A perfect match
Yitong Li, known for her roles in popular TV series like The Legend of Sword and Fairy and The Knockout, embodies the natural and effortless attitude that Longchamp is renowned for. With over 30.6 million followers across various social media platforms, Li’s influence is undeniable. Her ability to captivate audiences both on and off the screen makes her an ideal choice to represent Longchamp’s suitcase for women and other fashionable accessories.
Sophie Delafontaine, Longchamp’s Creative director, expressed her enthusiasm about the partnership. “We are delighted to welcome Yitong Li to the Longchamp family,” she said. “Not only is she a highly talented actress, but her great energy and professionalism truly impressed me.” Delafontaine added that Li’s “natural and effortless attitude” mirrors that of the Parisian women, making her a perfect fit for the brand.
The campaign
The new Fall/Winter 2024 campaign, shot on the streets of Paris in May, features Yitong Li dressed in key looks from Longchamp’s latest collection. The campaign, lensed by Anthony Seklaoui and styled by Geraldine Saglio, showcases Li carrying the iconic Le Roseau bag in a baby blue hue. This campaign not only highlights Longchamp’s commitment to functional and stylish design but also underscores its ambition to move upmarket in China.
The Le Roseau bag
The Le Roseau bag, a staple in Longchamp’s collection, is known for its feminine style and practical design. Made from cowhide leather, the bag features a signature Bamboo clasp and large chapes, reflecting a contemporary graphic design. The Le Roseau line includes a variety of styles, from large handbags with detachable shoulder straps to spacious phone cases and XXL continental wallets. Each piece is crafted with a focus on authenticity and artisanal leather expertise, making them perfect for everyday use in the city.
The Le Roseau range reflects Longchamp’s ambition to move upmarket in China, catering to a more discerning and affluent clientele. The bag’s signature Bamboo clasp and large chapes reveal a contemporary graphic design, making it a functional and stylish addition to any wardrobe.
Longchamp’s growing presence in China
Longchamp has been enjoying significant social media exposure in China, thanks to its functional and down-to-earth designs. The brand’s dumpling-shaped Le Pliage series has become a bestseller on Tmall, the popular e-commerce platform. With the addition of Yitong Li as a brand ambassador, Longchamp aims to further solidify its presence in the Chinese market.
Yitong Li joins a distinguished list of Chinese actors, including Gao Yuanyuan and Wang Ziwen, who have previously represented Longchamp in China. Sophie Delafontaine, Longchamp’s Creative director, expressed her delight in welcoming Li to the Longchamp family, praising her talent, energy, and professionalism.
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