March 28, 2024

Longchamp, the saga of the brand

It is in Paris, Boulevard Poissonnière, that Jean Cassegrain, son of tobacconist founds the Longchamp house, in 1948. Formerly called "Au Sultan", the shop initially marketed articles for smokers. But Jean Cassegrain revolutionized the world of tobacco accessories with the innovative leather-wrapped pipe much appreciated by allied soldiers. The cult product is a great success, so Jean Cassegrain decides to protect it by depositing the Longchamp brand.

 

Longchamp is expanding its range of products for smokers and launched into small leather goods in 1955. The 1960s mark the development of Longchamp with the opening of a factory in Maine et Loire, and the launch of a line of leather and nylon luggage. It will be necessary to wait until the 70s to see appearing the flagship product of the brand ... the Longchamp Folding which is transported everywhere once folded. The innovative idea is inspired by origami that fascinate Phillipe Cassegrain, the son of the founder. Elegant and colorful, the Folding is a real success: it is more accessible in terms of price and therefore affects a wider customer base.

 

Today, 12 million Folds have been sold worldwide and they ensure a certain sustainability of sales to the brand. Longchamp will not wait long before going abroad: in 1979 in Hong Kong after settling in the largest airports in the world, to increase sales. Currently, Longchamp has 100 stores and 2000 points of sale around the world and a showroom in New York.


In the 70s, nothing can stop the dazzling rise of Longchamp: establishing itself as a fashion brand, the brand launches new lines including the LM line and later the lines Veau Foulonné and Derby. In 1993, Longchamp launched the range Pliage, the cult product is widespread without encroaching on the reputation of the brand.
The new millennium marks the diversification of Longchamp with a line of ready-to-wear for women, many accessories and jewelry. The brand wins the BFM Award for the "family saga" in 2008 as it celebrates its 60th birthday.


For 4 years, Longchamp offers the sublime British model, Kate Moss, to represent the brand and contribute to the reputation of the latter by posing with the It Bag from Longchamp. And she's not the only one to show up with these creations: Madonna and Claudia Schiffer are among those who appreciate the French know-how of Longchamp, for an elegant and refined style.



Q&A #17 | FIRST LUXURY BRAND HANDBAG, DOES PATINA EVER STOP, RIBBONS TO PROTECT POCHETTE METIS, ETC. (March 2024)