“Timeless and trending” enduring classics that retain their relevance
The TikTok video by model Jake Fleming, sporting lambskin headphones, captures attention with the question, “Excuse me, what song are you listening to?” followed by his playful response, “Oh, it’s a purse.” As he spills the contents of the Longchamp Le Pliage Xtra Pouch onto the bustling streets of New York, the clip quickly goes viral, amassing over 6 million views on TikTok and spreading across social media platforms.
The Longchamp Le Pliage Xtra Pouch, although not entirely practical, gains popularity for its unique design feature—a built-in pocket for earphones, perfectly sized for essentials like cards, lip oil, and AirPods. Despite its inability to accommodate larger smartphones, the pouch resonates with Gen Z’s penchant for staying connected, even if it means sacrificing some functionality.
For heritage brand Longchamp, the viral success of the headphone bag is not about driving sales but about embracing fun, joy, and the unexpected. Longchamp President Jean Cassegrain emphasizes that while the headphone bag may not be a bestseller due to its impracticality, its playful nature makes it irresistible.
Donnie Tantoco, President of Rustan Commercial Corporation, Longchamp’s longtime distributor in the Philippines, echoes this sentiment, highlighting the brand’s commitment to creativity and purpose-driven business practices.
Rooted in leather craftsmanship, Longchamp’s mission is to create cool and desirable objects. From their origins in luxurious leather smoking pipes in 1948 to the iconic Le Pliage tote introduced in 1993, the brand has consistently captured the market’s attention with innovative designs and high-quality craftsmanship.
The latest Longchamp University collection, designed by Sophie Delafontaine, combines sportswear and preppy aesthetics, drawing inspiration from varsity design codes. Popular among TikTok users as school bags, the Le Pliage tote and other Longchamp styles continue to garner attention both on and off campus.
At the Philippine launch of Longchamp University, influencers and content creators embraced the brand’s timeless appeal with their choice of bags, from the sleek Épure to the classic Roseau and trendy Smile bag. Longchamp’s ability to create buzz with well-crafted products remains a hallmark of its enduring style.
In the Philippines, Longchamp is exclusively available at select Rustan’s locations, Greenbelt 5, and online platforms Rustans.com and Trunc.ph.
Lifestyle News: “Timeless and trending” enduring classics that retain their relevance
