Image via internet reproduction.
In an industry driven by novelty, the French brand has found one of its greatest sources of continued growth in its most iconic product.
Created in 1993, Longchamp’s Le Pliage has remained a wardrobe staple across generations for more than three decades.
Now, the foldable bag is enjoying renewed popularity among Gen Z consumers, driven by organic TikTok videos and its growing presence on university campuses, in offices and on the streets of major cities.
This renewed interest also coincides with strong business performance. In 2025, Longchamp recorded a 10% increase in global sales, while North America saw growth of 40%.
While much of the fashion industry focuses on constant product launches and campaigns targeting younger consumers, Longchamp is taking a different approach.
Le Pliage brings together qualities that transcend trends: functionality, versatility, a recognisable design and a relatively accessible price point within the luxury market.
Another distinguishing feature is the option for personalisation, allowing consumers to adapt a classic product to their individual preferences.
The result is a bag that feels familiar to those who have known it for decades, while remaining appealing to those discovering it for the first time.
Longchamp’s story reveals a strategy that extends far beyond fashion.
Rather than completely reinventing its identity to attract a new generation, the brand preserves the qualities that made its product relevant in the first place, allowing new consumers to find their own reasons to desire it.
The company’s structure also offers an advantage, as it remains under the control of its founding family. This continuity supports a long-term approach to decision-making.
Under the leadership of Jean Cassegrain, Longchamp demonstrates that innovation does not necessarily mean leaving the past behind.
Sometimes, a brand’s greatest strength lies precisely in what it has chosen to preserve.
In a market where trends emerge and disappear at remarkable speed, Le Pliage demonstrates that relevance does not depend solely on novelty.
Does a brand’s true success lie in following every trend, or in creating something that remains desirable regardless of them?
