This Is The Fresh, New Way French Girls Are Dressing For Spring, According To Longchamp’s New Campaign

With its Spring/Summer 2024 campaign starring Kim Se-Jeong, the French fashion brand shows us how to balance casual and chic like a true Parisienne
Kim Sejeong stars in the Lonchamp University campaign for Spring/Summer 2024

Kim Se-Jeong stars in the Longchamp University campaign for Spring/Summer 2024

Oh, to be a university student in Paris. Each morning, you wake up to a view of the Eiffel Tower. You attend lectures in a beautiful building that you call your school. You spend your days getting a dose of cultural education by exploring the city’s cafés and museums. Maybe, you even fall in love. So what do you wear when you’re living out this fantasy? 

Longchamp has some ideas. For Spring/Summer 2024, the French fashion brand introduces a collection titled “Longchamp University”, inspired by the bright-eyed youths who come from all over the world to study and live in their dream city. 

Artistic director Sophie Delanfontaine elaborates, “This collection is a tribute to university students who are curious, eager to learn, and enriched by their contact with other cultures. They share an apartment in the capital with girls from different countries, and all of them adapt to life in Paris, cultivating a style that draws on diverse inspirations.” 

That fantasy comes to life in the Longchamp University campaign, captured by photographer Elaine Constantine. Set in Lycée Henri-IV, one of the most prestigious high schools in Paris, Constantine’s exuberant images show models smiling and sharing a laugh as they stroll the school grounds. The idea that those girls are living their best lives becomes even clearer in the campaign film, which also stars South Korean actress and Longchamp brand ambassador Kim Se-Jeong. The young women throw an impromptu picnic, ride around on their bicycles and toss their homework in the air—all while looking effortlessly stylish.

Kim, for example, wore a knotted Longchamp University T-shirt layered over a silver sequin tank dress, offering a blend of casual and chic that a Parisienne would approve of. That carefree, eclectic styling is also seen on a model in a cropped logo hoodie—another piece of the Longchamp University uniform—and floral bermuda shorts, a look that would turn heads at a lecture. There are plenty of relaxed pieces for the Longchamp girl to choose from this season, including crochet bra tops, logo sweatshirts and oversized cotton gabardine jackets. For standing out on the streets of Paris, there are also striking styles like a zebra-print coat and a matching miniskirt; a denim ensemble covered in Longchamp’s racehorse motif; and a white macramé crochet dress adorned with daisies. 

Floral details can also be found across this season’s Longchamp bags, like the fan-favourite Le Pliage Filet mesh bag or the Roseau bucket bag. Matching the collection’s vibrant energy, the Roseau bag comes in orange, violet and metallic silver, which will instantly add a bright pop of colour to your outfit. And if you’re looking for something that will fit your laptop, there’s the Le Pliage XL bag, crafted from straw-like canvas. Longchamp is also offering strings of colourful beads to add to your accessory of choice and truly make it yours.

Kim flaunts the Longchamp Roseau XS bucket bag in silver
Kim flaunts the Longchamp Roseau XS bucket bag in silver

With the Longchamp University collection, dressing up like a French girl has never been easier. You don’t even have to move to Paris to flaunt the fun and fashionable pieces. You can discover Longchamp’s Spring/Summer 2024 collection in Longchamp stores in Singapore and on its website,

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