Timeless and trending
Excuse me, what song are you listening to?” begins a TikTok by model Jake Fleming with lambskin headphones over his ears.
He responds, “Oh, it’s a purse.” Then proceeds to empty it out onto the streets of New York in a video that has over 6 million views on TikTok as of press time, liked and reposted throughout the platform and on other social media millions more times since it was posted in January.
The purse in question is the Longchamp Le Pliage Xtra Pouch, not entirely useless as each earphone pocket measures 6.5 x 3.5 inches, accommodating essentials like cards, lip oil, and airpods. Fleming stuffed it with his inhaler, tissues and mints. It can’t hold today’s supersized smartphones, but, as older generations often whine, Gen Z are always on their phones anyway.
Going viral and trending isn’t forever, but for heritage brand Longchamp, it isn’t about selling out their stocks.
“The headphone bag is here simply because it’s fun, it’s joyful, it’s happy, and it’s unexpected,” says Longchamp president Jean Cassegrain during his recent store visit in Manila. “It’s not going to be a bestseller, I tell you. It’s not practical, but it’s so fun that we couldn’t resist the idea to do it.”
Donnie Tantoco, Rustan Commercial Corporation president and longtime distributor of the brand in the Philippines, shares this sentiment: “They value creativity, and from one family business to another, we value that they run the company not only as a business but with purpose and a calling.”
With leather craftsmanship in the brand DNA, Cassegrain sums up their purpose: “We want to make cool, desirable objects.”
In 1948, this was smoking pipes covered in leather. While they’re famous for the foldable nylon and leather Le Pliage tote designed by Cassegrain’s late brother Philippe, Longchamp didn’t debut women’s handbags until 1971. Cassegrain’s father founded the brand with luxurious leather smoking pipes, pioneering a luxury product that people (including the likes of Elvis Presley) don’t need but most certainly want. When they started coming out with bags, Longchamp already had their market’s attention as one of France’s leading leather goods makers.
The ‘70s are back in the newest collection, but this time, it’s not about hippies and disco. Designed by Cassegrain’s sister Sophie Delafontaine as the brand’s artistic director, the Longchamp University collection is steeped in varsity design codes. Part sportswear and part preppy, the TikTokkers who hyped the Xtra Pouch are carrying the Le Pliage tote as their school bag, their “what’s in my bag” content amassing over 100 million views and counting.
Outside school, they’re exploring other styles — still tiny, of course. At Longchamp University’s Philippine launch, YouTuber Rei Germar went for the sleeker Épure, while Sofia Jahrling, Rhea Bue-Ong, Gela Munoz went for the Roseau, first released as a leather tote in 1993 distinguished by its bamboo-shaped fastening. It now comes in smaller iterations as a phone case and the season’s silhouette, the hobo. Bianca de Vera went for the Smile bag, in time for the return of the crossbody. Cassegrain senior’s genius of creating a buzz with something well-made will never go out of style.
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In the Philippines, Longchamp is exclusively available at Rustan’s Makati, Rustan’s Shangri-La, Rustan’s Cebu, Greenbelt 5, Rustans.com and Trunc.ph.
