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| Longchamp has been named the "it bag" of the school season. Longchamp; Jenny Chang-Rodriguez |
The Le Pliage tote from Longchamp has emerged as the go-to bag for both college and high school students. With its timeless French aesthetic, spacious design, and durability, it has replaced the traditional backpack for many young fashion lovers. Its rise also reflects a broader resurgence for the brand, which saw an impressive 44% revenue jump in 2023.
I still remember the backpack I carried into my freshman year a tan Forever 21 bag covered in fine-line illustrations of cats. It probably cost less than $30, but at the time, it felt like a luxury.
Today’s university crowd is playing in a different league. They’re not just looking for something functional they want style, status, and longevity. And one bag has stepped in to fill that niche: Longchamp’s Le Pliage tote. Priced between $145 and $155, the foldable nylon bag has become an It Bag for the back-to-school season, blending fashion with everyday practicality.
Gen Z’s embrace of the tote has coincided with a remarkable period of growth for Longchamp, which owes much of its recent success to this younger audience.
“Everybody wants to give off old-money vibes nowadays. College students want to look cute, but classy as well,” said 19-year-old Ohio State University student Ansuya Dulal. “That was the niche I wanted to get into, and then I found Le Pliage.”
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| Ansuya Dulal uses her Longchamp tote bag at school. Ansuya Dulal |
A French Legacy with Global Appeal
Longchamp traces its roots back to 1945, when founder Jean Cassegrain transformed his parents’ tobacco shop into a leather goods business. By the 1970s, it had evolved into a full fashion brand, launching its first women’s handbag and finding massive success in Japan. In 1988, it opened its first retail store in Paris.
But it was 1993 that marked the debut of one of its most iconic designs: Le Pliage. Named after the French word for “folding,” the tote was made from washable nylon and designed to fold into a compact square a concept inspired by origami, which Philippe Cassegrain discovered on a trip to Japan.
The bag’s popularity soared again in the mid-2000s, with record sales in 2010 pushing the company’s valuation over $1 billion by 2013. Business slowed between 2016 and 2018, prompting the brand to target the Chinese market to revive momentum.
Gen Z soon took notice. By Q2 2023, searches for Longchamp and Le Pliage on Lyst had climbed 56%. Celebrity stylist Jennifer Udechukwu credits the brand’s enduring history for its ability to stage a comeback.
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| If you're heading to college, prepare to see Longchamp bags everywhere. Jeremy Moeller/Getty Images |
“It’s a brand that’s always been around, very classic, and instantly recognizable,” she said. “Le Pliage is so timeless I don’t see it ever going out of style.”
Longchamp understands its young customer base, too. Paul Lorraine, president and CEO of Longchamp USA, describes Le Pliage as the “perfect example” of the brand’s functional fashion ethos. “Our mission is to uphold French craftsmanship so customers can cherish their pieces for years,” he told local press.
The Backpack’s Stylish Successor
Dulal bought her first Longchamp a navy medium-sized Le Pliage less than two years ago, and it quickly replaced her backpack entirely.
Inside, she packs it with essentials: a perfume, Hydro Flask, Summer Fridays lip balm, a MacBook, calculator, and various school supplies. The tote’s roomy depth is part of its appeal, and TikTok searches for “Longchamp” and “Le Pliage” yield countless “what’s in my bag” videos, with some reaching millions of views.
@an5uya She never lets me down 😌 #longchamp #OOTD ♬ original sound - armin arshe
“It’s both practical and stylish,” Dulal said. “You can make it look classy, or just use it as an everyday bag. That’s what people my age love it’s like killing two birds with one stone.”
Udechukwu, who remembers using Longchamp bags during her own college years more than a decade ago, says price and availability are also major selling points.
“For students, Le Pliage is actually pretty affordable compared to other designer bags,” she explained. “It’s accessible you can walk into a store or order one online without worrying about it selling out.”
@_hannah.mre_ 🌟LOVE🌟 #longchamp #whatsinmybag #fashion #aesthetic #pinterest #bag ♬ original sound - British Vogue
They’re also easy to find secondhand, whether in thrift shops or on resale platforms like The RealReal. Many are passed down from mothers to daughters, often still looking brand new years later.
“The fact that you can inherit one or find it vintage, and it still lasts, says a lot about the quality,” Udechukwu noted.
Lorraine agrees: “We’re proud to see younger generations embrace Le Pliage. We welcome them while honoring our heritage and values of authenticity, energy, and creativity.”
