A breath of fresh air
If there’s one word that pops up in your mind while thinking about Longchamp it must be “iconic”. Everybody knows the brand and its even more famous Le Pliage bag. However, as iconic as the luxury label is, everyone needs a breath of fresh air at some point. An entire generation of youngsters might know Longchamp, but will they ever enter a store? Or will they ever consider buying one of the label’s famous bags? Even though we love Longchamp, we doubt that the answer to these questions is yes.
The good thing is: there’s a lot of potential. Compared to other luxury goods, Longchamp’s nylon collection is pretty affordable and it sure looks good. Also, it’s a love brand which might be the most important factor. It’s just a question of renewal and making sure Gen Y and Z approve of what’s happening. By collaborating with Shayne Oliver, Longchamp hit the nail on the head.