Longchamp

Summary

French luxury brand Longchamp is celebrated for its craftsmanship and chic designs. Established in 1948 by Jean Cassegrain, it initially gained prominence for its leather-covered pipes before transitioning into handbags and accessories. Longchamp’s most iconic creation, the Le Pliage tote, has become a global phenomenon, admired for its foldable design, lightweight functionality, and elegance. Combining traditional artisanal techniques with a modern aesthetic, Longchamp offers a wide range of products, including leather goods, luggage, and ready-to-wear fashion. With its roots firmly planted in Parisian sophistication, the brand continues to embody accessible luxury and innovation, resonating with a worldwide audience seeking style and quality.

History

To describe Longchamp is to write a family story. That of the Cassegrain family who inherited the passion for leather and creativity from the House’s founder: Jean Cassegrain.  It all began when Jean took over his father’s tobacco business “Au Sultan” in Paris, in 1948 and post- WWII, sold his tobacco and smoking accessories to Allied troops. Pipe sales were profitable and subsequently the soldiers became his customers. When they left Paris, Jean Cassegrain diversified into pipes sheathed with exotic leather… which caught the eye of none other than Elvis Presley!

Although Jean Cassegrain had created a company titled ‘Jean Cassegrain et compagnie’ for the distribution of his leather-covered pipes, he later renamed his brand after the Parisian Longchamp Racecourse since some of his distant relatives were already using the family name Cassegrain to sell fine paper. This is why we see a jockey on a galloping race horse, as the logo. Longchamp’s success with leather-covered pipes convinced Cassegrain that the brand’s future lay in diversifying and expanding to small leather goods, passport covers, wallets, bags and other leather accessories for men. In the early fifties, he was prospecting, selling and exporting on all continents.

Jean and his son Philippe were keen to expand the brand’s markets and opportunities and brought their vision to life by opening boutiques in Southeast Asia in the late Seventies. It was one of the first European brands to be sold in Singapore, Hong Kong and Japan. As the business expanded, Cassegrain observed that ladies were interested in elegant handbags so Longchamp debuted women’s handbags in 1971 by reworking a toiletry case and adding a shoulder strap and flaps!! The brand was the first to craft nylon bags. Philippe sketched bags in khaki, nylon and leather as a replacement for suitcases and it became a huge success. He also invented Xtra-Bag: a bag that folded down to a quarter of its size and slid into a case.

In 1978 Longchamp introduced LM, its first women’s handbags collection handcrafted from printed leather and accessories for smokers were removed from the catalogue the same year. In 1983 Philippe became Longchamp’s CEO and brought his wife, Michèle, into the company to look after retail. In 1991, their son, Jean, began working with the brand. Subsequently their daughter, Sophie, became artistic director. 1993 was a turning point.

Longchamp CEO Philippe Cassegrain designed what would become an iconic handbag: Le Pliage, which translates as ‘folding’ in French. Philippe wanted to create a stylish, foldable water-resistant nylon handbag and Le Pliage is one that folds into a trapezoidal silhouette, bringing to mind an envelope. Following its runaway success, Longchamp has since collaborated with designers and artists such as Tracey Emin, Mary Katrantzou, Jeremy Scott and Sarah Morris to reinterpret Le Pliage.

Through the years the luxury brand diversified from handbags and luggage to accessories, women’s “ready-to-wear” and a footwear line. The brand’s artistic direction is helmed by Sophie Delafontaine, granddaughter of Jean Cassegrain. In addition to Le Pliage the brand is popular for Gatsby, Légende, Cosmos and Gloucester.  One of their most iconic collaborations was with Kate Moss who added a red lining to Légende. The supermodel also worked with Sophie Delafontaine to launch handbags under the label “Kate Moss for Longchamp”. In 2010, she launched a line of bags inspired by “city living”.

The following year Longchamp allied with Mary Katrantzou to design printed totes inspired by Vietnam temples and flower parades. Katrantzou also designed Le Pliage featuring orchids and lanterns. In 2014, Longchamp partnered with artist Sarah Morris to create limited edition Le Pliage. In 2017 Longchamp began an association with Franco-Armenian artist Vahram Muratyan and the following year, collaborated with Shayne Oliver to develop a capsule line of leather goods, footwear and ready-to-wear for SS18. Kendall Jenner was named brand ambassador of Longchamp in April 2018.

To celebrate its seventieth anniversary in September 2018 the brand hosted its first show in New York Fashion Week. In 2020, Longchamp launched Green District — bags designed from recycled nylon fiber Econyl. Till date Longchamp is run and managed by the second and third generations of the founding family. It is one of the last family-owned leather goods manufacturers in France, something that encourages continuity and stability.

Perhaps the secret of its success is also that the brand remained rooted to its heritage while continually evolving to remain relevant. During Paris Fashion Week in September 2020 Longchamp presented Pokemon for Le Pliage. Central to the design is Pokemon Pikachu, where the mascot is zipping about the canvas or embossed on the leather bag. Standouts include Le Pliage in black canvas where Pikachu is designed with a jockey helmet to pay homage to the house emblem!

Vision

Luxury brand Longchamp has always placed a high value on craftsmanship, particularly in working with leather, a material that forms the cornerstone of its identity. From its inception, the luxury brand has been synonymous with the exceptional mastery of leather, creating products that showcase both timeless elegance and functionality. Whether crafting pipes, small leather goods, or iconic bags and luggage, Longchamp’s artisans employ traditional techniques combined with innovative methods to bring out the best in this noble material. Their vision is to continue refining and evolving their craftsmanship, ensuring that every product embodies the brand’s legacy of quality, durability, and sophisticated design.

The luxury brand’s commitment to excellence is not limited to its craftsmanship but also extends to its approach towards sustainability. Longchamp recognizes the importance of preserving the environment and has taken proactive steps to reduce its ecological footprint. Since 2019, the luxury brand has launched several products that incorporate recycled materials, demonstrating a dedication to responsible production practices. This integration of sustainability into their production process reflects a forward-thinking vision that aligns with the values of contemporary consumers who seek luxury products with a conscience.

Longchamp’s vision goes beyond creating beautiful products; it is about crafting a legacy of responsible luxury that honors tradition while embracing change. By prioritizing sustainable practices and using recycled materials, the brand is paving the way for a more eco-conscious future in the luxury goods sector. Their initiatives, such as reducing waste and sourcing materials responsibly, demonstrate a commitment to both environmental stewardship and the art of fine craftsmanship. As Longchamp continues to innovate and refine its approach, it aims to set a benchmark for other luxury brands, proving that heritage and sustainability can coexist harmoniously in the pursuit of excellence.

Mission Statement

“We’re an international brand but we are still veryFrench at the heart, so the secret is to remain ourselves. From my observation of customers around the world, they come to us for this particular French-ness. Many French brands are designed for international tastes more than the French woman, whereas we are very proud of being the number 1 favourite brand of French women.”

Longchamp, while being a global luxury brand, remains deeply rooted in its French heritage. The luxury brand’s mission is to preserve and celebrate its unique identity, characterized by an authentic and timeless “French-ness” that resonates with customers worldwide. Unlike many French brands that tailor their designs to appeal to international markets, Longchamp remains true to its origins, creating products that embody the elegance, sophistication, and effortless style associated with French women. This commitment to authenticity has made Longchamp the number one choice among French women, who appreciate the brand’s dedication to quality and its ability to capture the essence of French fashion.

The luxury brand’s success lies in its ability to balance its international presence with a strong local identity. Longchamp’s products reflect a deep understanding of its core audience, prioritizing designs that cater to the tastes and preferences of French women while still appealing to a global clientele. This approach has allowed Longchamp to build a loyal customer base that values the brand’s heritage and distinct personality. By staying true to its roots and maintaining a focus on its French identity, Longchamp continues to differentiate itself in a competitive global market.

Leadership Team

Paul Lorraine: President and CEO
Sophie Delafontaine: Creative Director

Products and Services

Longchamp is renowned for its luxury products, which include handbags, travel accessories, and small leather goods. The brand’s iconic handbags, such as the Le Pliage collection, are celebrated for their timeless design, functionality, and craftsmanship. Handcrafted from high-quality materials such as leather and canvas, these bags are known for their lightweight, foldable structure, and versatility, making them a favourite among fashion enthusiasts and travelers alike. Longchamp also offers elegant totes, crossbody bags, chic clutches and backpacks.

In addition to handbags, Longchamp’s product line extends to luggage and travel accessories that combine style and practicality. The luxury brand’s luggage pieces, including suitcases and weekend bags, are designed for the modern traveler, blending durability with sophisticated aesthetics. Longchamp also provides an array of small leather goods such as wallets, cardholders, and cosmetic cases, each reflecting its attention to detail and commitment to quality. These items serve as perfect companions to the larger bag collections, offering both functionality and refined style.

Longchamp’s services complement its products by providing customers with an enhanced shopping experience. The luxury brand offers personalized services such as monogramming and customisation, allowing clients to add a unique touch to their purchase. This personal approach extends to their customer care, where Longchamp ensures that all inquiries and service needs are handled with professionalism and dedication. Furthermore, the brand supports a comprehensive repair service, emphasizing its commitment to sustainability by extending the life of its products.

Awards and Recognition

Longchamp is internationally recognized as a symbol of timeless elegance and Parisian sophistication, renowned for its impeccable craftsmanship and iconic designs. Founded in 1948, the brand gained widespread acclaim with the launch of its signature Le Pliage tote, a foldable, lightweight bag that combines practicality with chic minimalism, becoming a global fashion staple. Known for blending traditional artistry with contemporary flair, Longchamp has expanded its offerings to include luxury leather goods, accessories, and ready-to-wear collections, all imbued with the brand’s understated charm. Its commitment to quality and innovation has earned Longchamp a devoted following among style-conscious individuals, cementing its place as an enduring icon in the world of modern luxury.

References

• Official website Longchamp
• Longchamp’s plan to stay competitive BoF
• Twitter profile of Longchamp Twitter
• Longchamp’s evolution Leaders
• Instagram profile of Longchamp instagram
• Longchamp: We Have Always Been in the Spirit of the Moment Success
• The Longchamp Flagship Store Opening in Paris Vogue
• The 8 Values Of Jean Cassegrain Tattler
• LinkedIn profile of Longchamp LinkedIn
• Longchamp opens on Regent Street Telegraph
• Longchamp Unveils Plans for Tokyo Flagship and Headquarters WWD
• Longchamp Mints A New Billionaire Fashion Family Forbes
• Youtube profile of Longchamp Youtube
• Longchamp: the family behind the world’s favourite bags Telegraph
• Luxury brand Longchamp sets its eyes on China China Daily
• The Longchamp connection: leather ties that bind BRW
• Facebook profile of Longchamp Facebook
• Collaboration with Kate Moss telegraph
• Wikipedia page of Longchamp Wikipedia
• Mary Katrantzou’s Longchamp Collaboration Huff Post