Why have Longchamp bags become Gen Z's new obsession?
Longchamp has always been highly appreciated by the public for its practicality and convenience, and recently the brand has begun to attract more and more attention from young people.
In 2023, Longchamp reported a 44% increase in sales compared to the previous year, reflecting growing public interest in the quiet luxury brand. Hector Cassegrain, CEO of Longchamp UK and Ireland, said the brand is receiving support from many celebrities, as well as actors in popular Netflix series.
Actors like Joe Locke, Kizzy Edgell, India Amarteifio and Natalia Dyer - familiar faces from the films "Heartbeat", "The Birds of a Feather" and "Stranger Things" - are all friends of the Longchamp brand. This is an effective way for Longchamp to reach and attract the Generation Z audience.
In addition, the appearance of Le Pliage bags in the movie "Emily in Paris" with Lily Collins also contributed to the brand's popularity. Clearly, Longchamp's marketing team is effectively leveraging the influence of media platforms such as Netflix to promote the brand, while creating a lasting impression of Longchamp's chic Parisian style.
The Longchamp Le Pliage bag, first introduced in 1993, is a washable nylon bag that folds in four easy steps. Designed by Philippe Cassegrain, the Le Pliage bag is inspired by the Japanese art of origami, with the name “Pliage” coming from the French word for “fold.” It can hold laptops and gym equipment, and is also easy to pack into luggage thanks to its recycled polyamide fabric and easy-to-clean design.
The Le Pliage line is one of Longchamp’s best-selling products, available in a variety of sizes and colors. The brand also collaborates with artists every year to use the Pliage bag as a canvas. In recent years, Pliage content on TikTok has spiked, driving record sales and attention to the product. According to the Lyst Index in Q2 2023, the Le Pliage bag was the 9th most popular item, with sales increasing by 56% during the period.
The popularity of the Longchamp Le Pliage comes partly from the celebrity effect, but above all, they are accessible and affordable, which has successfully conquered a large number of connoisseurs. This is one of the rare bags designed by a luxury brand but has a starting price of only 125 USD for small sizes, and up to 190 USD for large sizes.
The product is sold in major department stores such as Nordstrom, Bloomingdale's, Neiman Marcus, and on Amazon. On these sites, Le Pliage has received hundreds of reviews, mostly positive, with many customers sharing that they own two or three pairs.
Longchamp Pliage Filet
The Longchamp Le Pliage Filet bag features a fishnet design, a collaboration between Longchamp and FILT, a centuries-old French cotton mesh bag brand. The design of the Le Pliage Filet bag combines exquisite leather craftsmanship with a distinct Parisian aesthetic, creating a very practical fashion accessory for every day.
In 2024, the brand collaborated with the Madagascar women's craft unit to launch the "Chrysanthemum Fishnet Bag" line. The products include a large shoulder bag and an XS-sized crossbody bag.
Longchamp Box-Trot
Longchamp's Box-Trot bag is a favorite among many, especially those who prefer hardshell bags. The name "Box-Trot" comes from the brand's classic equestrianism, where "Box" represents the spacious square stable, resembling the sturdy shape of the body, and "Trot" refers to the rhythm of the horse's gait.
The Box-Trot bag is distinguished by its combination of the classic Longchamp galloping horse logo with a sturdy and neat leather body. This creates a harmony between the softness of the leather and the modern, straightforward look of Longchamp's French design. In addition to the basic smooth leather models, Longchamp also launches canvas and leather combinations, as well as different sizes of the Box-Trot line.
The Rose
Longchamp’s Roseau bucket bag is one of the brand’s most popular bags, following the brand’s famous Le Pliage. The Roseau is distinguished by its soft, comfortable bucket design, combined with the iconic metal bamboo handle. Unlike the standard, rigid bucket bags, the Roseau represents the relaxed, carefree style of French femininity.
Recently in the autumn-winter 2024 collection, Longchamp has specially launched the Essential Colours line, with Roseau bags dyed in bright red and dark green, creating a highlight for autumn and winter.
Epicure
The Épure line also belongs to the bucket bag segment of Longchamp. The inspiration for the Épure design comes from the classic rattan chairs in French bistros, reflecting the philosophy of making the most of materials. The brand uses scraps of leather to weave into bucket bags with elegant beauty and decorative arcs.
While retaining the classic characteristics of the Longchamp bucket bag, such as the shape, nylon material and short handle, the Épure line has many different accents. In addition to the colour and the characteristic woven leather, the main identifying feature of the Épure is the small round gold lock. For customers who do not like too obvious logos, the Épure line will be the right choice.
The Fouloon
The Le Foulonné bag is a simple, minimalist crossbody model. Made of classic grained leather, the body of the bag has a square, flat and neat design, on which the brand logo stands out.
The Le Foulonné’s strap is fitted with a gold-tone buckle, adding a luxurious touch to the minimalist design. Although not too fussy about the style, the signature details such as grained leather, embossed logo and gold-tone buckle have made Le Foulonné one of Longchamp’s best-selling backpacks.
