WHAT ‘JOIE DE VIVRE’ LOOKS LIKE
Summer 2024 is all about optimistic, positive and happy energy! This season, global brand Longchamp launches a feel-good campaign under the lens of renowned photographer and director Elaine Constantine.
Shot at the prestigious Lycée Henri IV in Paris, the latest collection channels a high-spirited, youthful and trendy vibe of the ‘now’ lifestyle.
The SpringSummer 2024 collection presents the university life where there is diversity of students, but all-inclusive in the spirit of art, joy and fashion.
Styled with a palette of vivid and vibrant tones, the chic group creates a wholesome imagery reflective of the brand’s DNA. Through the signature eyes of Elaine, you can sense an enjoyable mood of lightness and exciting feel that’s so heartwarming.
Longchamp creative director Sophie Delafontaine says, “I totally fell in love with her light-filled photographs that brilliantly convey energy and joie de vivre. I really wanted an upbeat campaign to accentuate the positive and Elaine excels in the art of creating images that are full of happiness and optimism.” The post pandemic movement in global retail fashion is directed towards an upside shift not just in values but behavior as well. The vision is to move forward with a smile in the face of uncertainty.
Elaine Constantine is a seasoned fashion photographer whose extensive works have landed on the pages of The Face, as well as Italian, French and American Vogue. Her notable masterpieces have been displayed at The Photographers’ Gallery in London, Victoria and Albert Museum, National Portrait Gallery and most recently the Museum of Impressionisms in Giverny, France, in an exhibition entitled “Children of Impressionism” featuring two of her works alongside Impressionist masters.
Art is in the heart of fashion where mood, energy and expressions create impressions that define modern style, not just in what we wear but what we see. The Longchamp creative director ends, “Everything Elaine does is dynamic; she gives the freedom to be totally natural. It’s magical how she brings vitality into a photograph and even more obvious on film. Elaine really is a master of her art.” Longchamp is exclusively available at Rustan’s Makati, Rustan’s Shangri-La, Rustan’s Cebu, Greenbelt 5 and