Days later, the whole family, plus Jenner, relocated back to Paris for the second stint of the 70th birthday celebrations: the “Unexpected Party” held at the magnificent Palais Garnier. President Philippe Cassegrain and his children; Jean Cassegrain, CEO; Olivier Cassegrain, director of American boutiques; and Delafontaine, creative director, mingled with guests from 30 countries, an immersive dance troupe led by Dimitri Chamblas and pageboys wearing phantasmagorical horse-head masks reminiscent of the house’s famous logo.
“The events really allowed us to show both sides of Longchamp,” Delafontaine told Vogue in the Paris headquarters. “The party highlighted the heritage of the family and the French touch, the way of life, the elegance of our 70 years. The show in New York was about creativity and the future of the brand internationally.”
The Longchamp woman is indicative of this mindset. Since Kate Moss, who worked with the brand for 10 years – “that’s like a marriage in fashion” – and Alexa Chung, who racked up close to five, hung up their Le Pliages, Kendall Jenner has taken the baton of brand ambassador. “For me, she’s the perfect woman to embody the freshness and authenticity of the house,” Delafontaine explained. “She’s part of a new generation that is very dynamic and free.”
As one of the few brands in fashion that is still family run, freedom is a big deal for the Cassegrains. During our time together, Delafontaine made clear that she doesn’t design for age, nationality or taste, but “free spirited, strong, independent” women. Longchamp's output, accordingly, is now weighted to 80 per cent women, and 20 for men, a shift that Jean Cassegrain said has been both "conscious and unconscious".
The Longchamp woman is indicative of this mindset. Since Kate Moss, who worked with the brand for 10 years – “that’s like a marriage in fashion” – and Alexa Chung, who racked up close to five, hung up their Le Pliages, Kendall Jenner has taken the baton of brand ambassador. “For me, she’s the perfect woman to embody the freshness and authenticity of the house,” Delafontaine explained. “She’s part of a new generation that is very dynamic and free.”
As one of the few brands in fashion that is still family run, freedom is a big deal for the Cassegrains. During our time together, Delafontaine made clear that she doesn’t design for age, nationality or taste, but “free spirited, strong, independent” women. Longchamp's output, accordingly, is now weighted to 80 per cent women, and 20 for men, a shift that Jean Cassegrain said has been both "conscious and unconscious".
Indeed, the brand's birthday has got Cassegrain feeling reflective on the Longchamp legacy. “It’s good to take a moment to extract ourselves from the daily and to think globally. To take a step back, and a moment to see things from a broader angle,” he shared. Next week, he will go to the grand opening of the site’s new innovation workshop in Bombay, followed by a flagship store launch in Japan. “We always keep everything in motion... always,” Delafontaine chimed in. “We never stop or arrive at something. We always like to have new challenges and to drive ahead.” Who knows how far the family will have come by the time Longchamp turns 80, but, one thing is for sure, they will still be forging forward together."
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