Better Days Are Here

In this age of conglomerates, it is a rare thing for a major fashion brand to remain a family enterprise. But then again, Longchamp has never really subscribed to your usual fashion rules. What started as a maker of leather-covered pipes in 1948 by Jean Cassegrain has, over the decades, grown into a full-fledged brand comprising ready-to-wear, bags, shoes, and other accessories. In the early 1990s, when luxury was loud and flashy, the brand introduced Le Pliage, a sturdy, minimalist, foldable tote made of nylon that became an instant hit. The tote remains as popular as ever, but is now made of recycled nylon—part of the company’s efforts to be more environmentally conscious in recent years.

- BY JEFFREY YAN

Today, those sustainability initiatives are overseen by Adrien Cassegrain, Longchamp's director of transformation and CSR, and a fourth-generation member of the family (third-gen members Sophie Delafontaine and Jean Cassegrain are at the helm of the creative and business sides respectively). Other sustainability programmes include the launch of the Re-Play range, which utilises deadstock materials that would have otherwise gone to waste. The brand also has a repair workshop that restores almost 60,000 items each year—lovingly extending the life of its products, some of which have been passed down from one generation to the next.

In total, Longchamp operates five workshops in France, allowing it full control over the production process, from the cutting of the leathers to the final assembly. All the tanneries used by the brand are audited by the Leather Working Group, an independent body that certifies social and environmental standards. As of 2023, 79 per cent of the leathers used by the brand are certified “Gold”. Here, Adrien Cassegrain talks to us about his role in shaping the future of the company, and what that future looks like.

Consumers today expect transparency from the brands they buy into. How can fashion brands respond to this in ways that are meaningful?