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2013 winter advertising tobacco pipe piece pants with sexy high-heeled ankle boots Coco Rocha incarnation as "giantess"

Unlike other brand advertising large, Longchamp in these tracts are abnormal dynamic season, winter advertising emerging from the Belgian-born choreographer choreographer Salim Gauwloos continue surgeon, so dressed Longchamp 2013 autumn new sexy cigarette tubes with high-heeled ankle boots, coveralls pants of Coco Rocha incarnation as "female giant" with a happy confident image of urban women ...... in reality, Longchamp and the arts, especially dance also has a very dark fate, Longchamp CEO Shang · Kashigelan (Jean Cassegrain) pointed out that the French brand support outstanding arts groups to perform in China, both to promote cultural exchanges between China and France, but also be able to render the forefront of modern dance arts to the Chinese audience. "

Francois Xavier Severin (Longchamp, Asia Pacific general manager)

>>> end dialogue

balance of art and commerce

Beijing News: In recent years, Longchamp has been sponsored and culture, art and other aspects related activities, in your opinion, business and the arts is what kind of relationship?

Francois Xavier Severin (Longchamp Asia Pacific General Manager): Longchamp keen to do something in the arts, from Paris, France, we are a family business from our classic French craftsmanship, innovation The spirit and the classical tradition, has been in our family genes and blood, and it has also created a natural link between us and the arts. In terms of products, Longchamp and Kate Moss, Jeremy Scott cross-border cooperation, and 2012 spring and summer with the young talented designers Mary Katrantzou cooperation are designers and artists collision sparks. In my opinion, between art and commerce, the arts are actually a great source of inspiration, you can make the product and the market may have a better balance between the more glittering, art and commerce.

Beijing News: Collision occurred recently and the arts, is staged in France and the Beijing Modern Dance troupe Caffey cooperation "organisms" between the theater from France, the renowned modern dance dancer Blanca Li, to the current Caffey dance, partner selection criteria you what is?

FX: In fact,LV包包, for Longchamp, it does not set a hard target for the selection of partners, this is actually a very wonderful soul and chemical reactions, when we think we can reach a certain level consensus and resonate with the spark of inspiration, we'll talk to these different areas of designers and artists.

Beijing News: This spring and summer you "swaying dance" advertising blockbusters good response, the new season of blockbusters also immediately launch in August, but we have now entered an era of digital dissemination, the rapid development of new means of communication in recent years, Longchamp how to adapt?

FX: changes in response to new media, we have also introduced a series of initiatives, such as the world's official website, in January this year a relatively large change, the page has been redesigned, with a better experience degree, but also with a number of technical elements, so that consumers can more clearly see the product details and highlights, etc.; Chinese website will make changes at the end of this year. In large ad shoot, while at the same time launched a video,LV包包, such as this spring and summer, "swaying dance" video, in a very playful way to express Longchamp always dancing, good reputation, and Longchamp women demonstrated by the playful and always optimistic attitude is also very suitable for network transmission.