Longchamp unveiled the first in a seven-part drama series called Heels, based on life at a fictional fashion magazine, today.
Three-minute webisodes follow the crazy life of young fashion editor at Shine magazine, Alice Valois, and her relationship with “number one enemy”, and new editor-in-chief, Trisha Barton.
Created by Nicolas Pier Morin and produced by The Makers Entertainment, the story, narrated from Valois’ perspective, never reveals the actors’ faces, rather focusing on items from the French luxury brand’s spring/summer 2012 line.
Marie-Sabine Leclercq, international communications director for Longchamp, said: “This collaboration is the ideal way for the brand to communicate its collection throughout the fashion world.”
The show is being streamed exclusively in France, Germany and the UK on aufeminin.com over the next five weeks, where fans can also shop each look seen. It will launch in Korea, Japan, China and the US in 2012.