Longchamp’s quiet confidence: how a French makes luxury feel personal, not exclusive

While most global luxury brands struggled to maintain momentum in 2024, French accessible-luxury brand Longchamp bucked the trend — posting a 20% increase in global sales across all regions and channels. That’s no small feat in a year marked by consumer caution, shifting values, and cooling demand for high-ticket items.

Longchamp’s resilience is not the result of splashy campaigns or celebrity-driven hype. Instead, it’s the product of a consistently-applied strategy: a focus on practical elegance, immersive experiences, and product-first storytelling. In doing so, Longchamp has carved out a rare position for itself - a luxury brand that grows not by chasing noise, but by cultivating relevance.

A Brand That Builds Around the Product

At the core of Longchamp’s strategy is a belief in the enduring value of practical, durable, and stylish design. Its iconic Le Pliage folding bag - lightweight, packable, and incredibly versatile - has remained a bestseller for decades. And crucially, it isn’t seen as disposable or trend-driven. On platforms like Xiaohongshu, consumers embrace the bag for DIY customizations, adding accessories, painting over handles, or repurposing it as a blank canvas for creative expression. It’s not just a bag; it’s a lifestyle companion that adapts to its owner.

This is no accident. Longchamp’s CEO Jean Cassegrain has been vocal about the brand’s long-term vision: to create products that people can use again and again - and still love. It’s a quiet stance in a world of fast fashion and constant drops. But it works.

From the Garden to the Runway — Immersive, Seasonal Experiences

Rather than relying on traditional fashion shows or static product launches, Longchamp brings its collections to life through immersive seasonal activations. The most recent example? A whimsical “Longchamp Vegetable Garden” in Shanghai’s Zhongshan Park.

Timed with the release of the Spring/Summer 2025 collection themed “Live Green!” the brand transformed a greenhouse into a lush French-style vegetable garden. Visitors could take playful “vegetable personality” quizzes to learn if they were a “Cyber Spinach”, “Radish Sweetheart”, or another profile. They won game tokens through activities like the ring toss, and redeem them for real produce or themed drinks. The brand even collaborated with celebrity chefs and food influencers to create dishes inspired by the colour palette of the collection - from beet-dyed handbags to artichoke motifs.

The goal wasn’t just entertainment, it was to bring the design inspirations behind the new line to life in a way that was sensory, social, and shareable. While product displays were subtle, the entire space was a three-dimensional extension of the brand’s seasonal mood board, making the collection feel tangible and relevant without overt selling.

Making Luxury Feel Personal, Not Exclusive

Longchamp’s approach sits comfortably between heritage luxury and contemporary accessibility. While it holds true to its French roots in aesthetics, craftsmanship and understated charm, it doesn’t insist on exclusivity. Instead, it embraces participation, personalisation and play.

From past activations like the “Longchamp University” (launching a back-to-school themed collection) to “urban glamping” parties for outdoor lines, each campaign invites people into a curated world that reflects the products, rather than just promoting them.

This approach resonates particularly well in China, where younger consumers increasingly value experience, identity, and emotional connection over logo-driven status. It’s no surprise that Longchamp has developed a loyal following here, one that sees the brand not as a statement of wealth, but of taste, versatility, and creative freedom.

The Power of Staying Consistent - and Curious

In an industry that often prioritises novelty and noise, Longchamp’s success in 2024 is a reminder that consistency, creativity, and curiosity can go a long way. By focusing on what it does best - timeless products, grounded in real-life needs - and layering on engaging, human-centred storytelling, the brand continues to thrive where others falter.

As luxury enters a new era, Longchamp may not be the loudest in the room, but it’s certainly one of the smartest.