Longchamp has launched its AW24 collection, kicking off a supporting event series, dubbed Energy, with a debut happening in London.

This week the French accessories brand brought together a mix of “VIPs, tastemakers and industry leaders to curate an electric atmosphere” at the preview launch party for Energy by Longchamp, “an immersive experience” hosted at 180 studios, 1 Surrey Street.

It’s easy to view such an event as just another launch party but the value of publicity around such parties-with-a-purpose is huge. And there’s more to it than the party. The Energy by Longchamp experience is also open to the public from Thursday through to Saturday with consumers able to access free tickets for workshops as well as general admission.

Back with the preview party, it attracted a strong showing of “friends of the Maison”, including Ella Balinska, Yasmin Finney, Emily Carey, Corinna Brown, Imani-Lara Lansiquot, Mia Regan, Adelayo Adeyayo, Amelia Gething and Francesca Hayward, all spotted sporting AW24 Longchamp looks.

Also seen debuting the new collection were Pixie Geldof, Sarah Harris, Susie Lau, Cora Corre, Chey Maya, Betty Bachz, Roxie Nafousi, Chiara King and Emma Louise Connolly.

It was more than just a party though with various installations offering guests “the chance to discover their energy and the essence of Longchamp”. 

There was a light installation that “encourages attendees to understand their bespoke energy profile, as well as a numerology station to help participants connect with Longchamp’s newly reimagined Le Roseau bag line”.

The experiential concept also included DJ sets from Arielle Free and Millie Cotton, “and an energy-inspired performance” by House of Pyramid, “which was curated to encapsulate Longchamp’s creative spirit”.