Featuring Supermodel Kendall Jenner and photographed by Columbine Goldsmith, the theme of the Longchamp Spring 2020 ad campaign is the solar journey from dawn to dusk.

The lead visual captures Kendall Jenner in the intense light of the midday sun. The deep blue of the sky and the sandy beige of the rocks create a dazzling colour-block effect with the model’s graphic red leather mini-dress. With its feel-good vibe, infused with warmth and energy, the image speaks to the vision of the modern Longchamp woman, while also recalling the House’s leather-goods heritage.

The visual also spotlights one of Longchamp’s most emblematic bags: the Roseau. It has been revisited this season in a mini edition with the toggle scaled up to contemporary, oversized proportions. This new shape is worn by Kendall in the on-trend way – short and across the body – while the model’s silver-tone ring and belt buckle also reprise the iconic bamboo motif.

In the soft light of morning, Kendall wears a hooded dress in lightweight, pastel-pink nylon – a nod to the material of Longchamp’s iconic Le Pliage – whose tie-waist and flirty hemline create a fresh, feminine mood, which is accentuated by a mini Roseau bag in black patent leather. A more sophisticated ambiance pervades the image shot during the evening’s golden hour. Kendall wears a leather coat in the palest celadon, as if bleached by the sun, and carries the new Roseau bag in luxe Barenia calfskin.