Longchamp has partnered with American photographer and film director Theo Wenner for the first collaboration in 2025. The campaign features a rural retreat where friends can enjoy the sun, fresh water, and Longchamp’s Le Roseau bag. The campaign was released on February 4, 2025, and features a jewel-like bamboo clasp, allowing the bag to adapt to the natural setting and shine in the sun’s rays. The campaign aims to recharge batteries and provide a sense of home comfort for the summer.
The Summer 2025 campaign is composed of snapshots of shared moments: raiding the vegetable patch, running by the pond, playing on the garden swing, and being woken from a siesta by a crowing cockerel. All these simple and joyful instants have been recorded by the photographer and film director and set to the catchy rhythms of “This is the Day” by the British group The The (1983).
“I have admired Theo Wenner’s work for a long time – his intense sensibility, his affinity with fashion, and the quality of his portraits. His handling of light captured the collection’s natural dimension and enabled us to create images that convey an authentic intimacy.” – Sophie Delafontaine, Longchamp Creative Director.
Set against the sun-drenched backdrop of the estate, including its lush vegetable garden, Theo Wenner’s lens brings the collection to life through Longchamp’s vibrant hues.
Finally, Longchamp’s new sunglasses collection adopts the season’s colors—ballerina, artichoke, beetroot, and bark—with its fun Seventies-inspired aesthetic, elevated with a crisp white border.
