Why Is Lonchamp’s Le Pliage Popular More Than Ever?

Le Pliage, the iconic line from Longchamp, is making a big comeback since 2023. After a year of increasing popularity, the momentum is only going upwards.

While we are used to seeing the Princess of Wales wearing a classic brown Le Pliage, it seems like the Longchamp fan base is evolving and expanding.

A little about the history

Le Pliage was first created in 1993. Designed by Philippe Cassegrain and inspired by the Japanese art of origami, it is all about folding and holding. Light-weight and practical, it can hold items such as laptops comfortably and also can be folded easily for packing.

The design is a hit and the popularity is actually nothing new. Le Pliage has been around for decades and always remained popular - just never this much.

56% increase in sales

According to the Lyst Index in Q2 2023, the Le Pliage collection saw an increase in sales by 56%. If that’s not enough, let me also share some search data.

                                                                             Data from Google Trends

                                                                               Data from Google Trends

It seems like both Longchamp and Le Pliage have doubled search volumes in comparison to 2022 and reached a highest-ever level of interest in 2024.

So, what’s really happening?

The Gen-Z effect

If you haven’t heard, Le Pliage has gone viral on TikTok. Gen Z, being the main audience of TikTok, is known to favor ease and functionality over fancy, so Le Pliage hits that sweet spot.

Obviously, there’s also the affordability factor, too. While some other luxury brands such as Celine and Hermès remain out of reach for the younger crowd, Le Pliage is very much within proximity. Especially with smaller items like the pouch or mini-tote selling at lower prices, Gen Z finds a gateway into luxury with Le Pliage.

Thomas Concordia | Getty Images

The future of Le Pliage and Longchamp

Well, after making it sound like a lucky moment in history for Longchamp, I think it is about time to credit the brand. Longchamp is far from passive in this journey and doing everything right.

Longchamp is absolutely brilliant in balancing heritage with a modern appeal. Launching new versions of Le Pliage that reflect the trends and collaborating with designers like Jeremy Scott, the brand is making sure to stay relevant for all the customer bases.

And, I am personally loving it. An iconic bag transcending generations - it is just so beautiful. How many iconic pieces are out there that both grandmoms and their grandkids at high school would be carrying?