Brief
Longchamp’s Le Pliage bag remains a staple for Gen Z and college students
CEO Jean Cassegrain says the bag’s success is accidental, not the result of a targeted Gen Z campaign.
By Felo News Desk · Published
Longchamp’s Le Pliage tote, launched in 1993, is still a common sight on U.S. college campuses, in French schools and on UK streets, according to Vogue. The bag, priced at $165 for the classic large canvas version, is praised for its foldable design and has become a “first big‑girl bag” for many young women.
What happened
The article notes that the bag is popular among undergraduates across the United States, schoolgirls as young as 13 in Paris, and British “it‑girls” such as Lila Moss and Alexa Chung. It also appears in Aaron Sorkin’s new film The Social Reckoning, where the protagonist, played by Mikey Madison, carries it as part of a tech‑employee uniform. On TikTok, creators highlight the bag’s satisfying visual and tactile qualities, and the product is manufactured in workshops in western France.
What the reports add
Vogue quotes CEO Jean Cassegrain saying the brand has always aimed for “excellent value” and that the Le Pliage is Longchamp’s best‑seller, though the company does not disclose exact sales figures. Cassegrain emphasizes that the popularity is not the result of a deliberate youth‑marketing strategy; instead, teenagers and younger people adopt the bag on their own, and attempts to market it “for them” would backfire.
What was said
“We’ve always had the image of being excellent value,” Cassegrain told Vogue. “It’s the history of our brand to always be contemporary, in sync with the times, and to adjust to new customer needs.” He added, “It’s not something we have manufactured. Of course, I see [it] because I have teenagers and younger people around me, and our team members also have teenagers around them, but it’s not a deliberate marketing strategy.”
How it came about
The Le Pliage was designed by Jean Cassegrain’s father, Philippe, and the brand itself was founded in 1948 by Cassegrain’s grandfather, also named Jean, originally selling leather pipe designs. Over the decades the bag transitioned from a pipe‑carrying accessory popular with “hip youngsters” to a ubiquitous tote for Gen Z and Gen Alpha. While competitors such as Coach and Diesel pursue aggressive social‑media campaigns, Longchamp’s product‑led approach has kept the Le Pliage relevant without heavy digital advertising.
Key facts
- The Le Pliage bag costs $165 for the classic large canvas version. (vogue.com)
- Longchamp’s CEO Jean Cassegrain says the bag is the brand’s best‑seller, though sales numbers are undisclosed. (vogue.com)
- The bag is popular among U.S. college students, French schoolgirls as young as 13, and UK fashion influencers. (vogue.com)
- The bag appears in Aaron Sorkin’s film The Social Reckoning, carried by the protagonist. (vogue.com)
- Longchamp was founded in 1948 by Jean Cassegrain’s grandfather, originally selling leather pipe designs. (vogue.com)
Sources
- [1] vogue.com — originally reported as “The Unlikely Longevity of Longchamp”
