Published On: Mon, Dec 5th, 2011


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When the French luxury brand Longchamp Paris launched an online drama set at a fictional fashion magazine last week the promise was quite exciting; the brand wants their bags’ design and colors to provide identities for the characters.


Marie-Sabine Leclercq, the international communications director for Longchamp even added;

This collaboration is the ideal way for the brand to communicate its collection throughout the fashion world.

Pretty cool! So, let’s see what they’re up to. Heels is being streamed exclusively on SoFeminine over the next five weeks. The seven-part series, created by The Makers Entertainment, follows a young fashion editor at Shine magazine and her antagonistic relationship with the new editor-in-chief. The web series advertises Longchamp’s new collection of bags and doesn’t show the faces of the actors.

Nice idea. But where did it go? All I see, after watching two episodes, is legs. Beautiful legs, but legs. No bags to identify characters with, no bags to establish characters with. Legs and shoes is all I see, and a very, very poor storyline. If it wasn’t for the legs, I would say this is a complete failure. But the legs, yeah, the legs, they’re awesome. I wonder what bag they belong to.

Episode 1:




Episode 2:


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About the Author

- As a creative strategist I work on complex (digital) communications issues for international industry leading companies, organizations and agencies. I'm interested in how technology integrates with (and influences) traditional marketing, media, human behavior, society and culture.

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