Longchamp’s Le Roseau takes us on an idyllic escape

In partnership with Longchamp

There is a rhythm to summer – a slow sway between sun-drenched days and nights that stretch languidly into dawn. It is a season of movement, of departure and return, of finding the self in places untouched by the city’s hum. And in Summer 2025, Longchamp distills this rhythm into a single, essential companion: Le Roseau.

The Maison’s iconic tote, forever bending with the currents of fashion but never breaking, re-emerges as the embodiment of travel and transformation: effortless, unforced, and wholly in tune with the pulse of nature.

This summer, Longchamp invites us to LIVE GREEN! – a call not just to sustainability, but to simplicity; to the art of slowing down, of reclaiming the pastoral dream. The campaign, lensed by American photographer and filmmaker Theo Wenner, unfolds as a love letter to the French countryside. A hidden retreat, an estate drenched in golden light, where time is marked not by meetings but by the crow of a cockerel. Where bare feet trace the edges of a pond, and laughter spills. Here, Le Roseau becomes more than a bag – it is a companion for the season.

Le Roseau adapts to every setting, every escape. In a timeless gingham, crisp and nostalgic, it’s at home in a vegetable garden, brushing against rosemary and wild thyme. And in denim, embroidered with delicate white florals, it evokes the romance of a French market, the scent of peaches heavy in the air. And for those who carry the warmth of summer long after the season fades, smooth leather iterations in ginger, bark, and root are redolent of sun-drenched afternoons. Even the House’s signature bamboo clasp takes on a new life, now available in a pale gold that mirrors the colour of ripe cornfields.

Worn by those who understand that style is an instinct, not a performance, Le Roseau has found itself in the hands of international icons: Zoe Saldaña, Suki Waterhouse, Kim Se-jeong, and Li Yitong among them. It is a bag that does not chase trends, but rather absorbs them, reinvents them, carries them forward. It is Parisian and pastoral, feminine yet understated, structured yet free – a balance struck only by those who know that true luxury is in the details.

Set to the evocative strains of This is the Day by The The, the campaign captures more than just a collection – it captures a mood, a moment, a philosophy. The feel of sun-warmed leather against bare skin, the weightlessness of a life pared down to essentials. A reminder that, like Le Roseau, we are ever-evolving, bending but never breaking, carrying with us only what we need: a sunhat, a book, a sense of wonder.

Longchamp’s Le Roseau bag is now available in stores and on the Longchamp website.