From bags to clothes and now shoes and sunglasses

Longchamp lost a lot of business during the pandemic, admits Mr Cassegrain, who grappled with a tough time personally when his father died in November 2020 from Covid-19 complications.

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The Longchamp Kimono Jacket (above) and its SS26 collection (left). PHOTOS: LONGCHAMP

(LONGCHAMP)

“Our brand is based a lot on movement, travel; the streets being lively. It was a very difficult time for us, but it gave us the opportunity to rethink and clarify our brand image.”

To streamline, Longchamp reduced its collection size and redesigned its over 350 stores globally ~ it has five boutiques in Singapore - with a homely, Parisian apartment concept. It paid off.

Between 2022 and 2025, business almost doubled. The company set a new sales record in 2024, with sales up by 20 per cent over the previous year.

“It’s still the same brand. The brand DNA did not change, but the way we express it is much sharper.”

If clothes maketh the man, then bags surely maketh the woman. The Le Pliage (which means “folding” in French), a traveller’s dream of nylon and leather, has become so synonymous with Longchamp, it almost precedes it in reputation.

It was created in 1993 by Mr Philippe Cassegrain, as a successor to one of Longchamp’s first handbags - the world’s first nylon lightweight luggage designed as a foil to the overweight suitcases of the time. Inspired by Japanese origami, the Le Pliage folded easily into a distinctive trapezoidal shape.

Arguably many Singaporeans’ favourite tote bag, it is also their first taste of luxury. The packable tote in hardy, water-resistant nylon has enjoyed a renewed rise in popularity in recent years, as a new generation co-opts it for school, travel and everyday needs. Fashion index Lyst ranked it the eighth-hottest product in its third-quarter report for 2024.

It can seem futile to build an entire universe around such a famous bag, but creative director Delafontaine is unbothered.

The 57-year-old in charge of Longchamp’s ready-to-wear, shoes and other bag designs says: “It’s a great strength for a brand to have such an iconic product.”