What does your role as the creative director of Longchamp require of you?
Energy. [Laughs] A lot of energy – and passion. I strive to be like the fuel for a car, if you get what I mean. So, my goal is to push ideas and inspire the team around me. And, while it is a family business, I must ensure that new ideas, innovation, and inspiration are shared equally throughout the organisation. It is also important to maintain the house’s great value and pay attention to the house’s know-how. They are critical for the company’s ability to strike a balance.
What would you say is your main challenge?
For me, being creative has never been a difficulty. The challenge is greater when we are doing well, everything is running well, and the company is growing rapidly and strongly. You know, we’re always thinking about ways to improve. Even if we’re doing well now, there is always room for improvement. Even if business is good, we can always improve; we can’t assume that we’ve done everything correctly and sufficiently. This is extremely essential to me.
What is the inspiration behind the latest Longchamp Spring/Summer 2025 collection?
Spring and summer are about optimism, which I think can be perfectly represented through the right shade of pink. We have always been somewhat bold and enthusiastic; we enjoy seeing life on the bright side, with happiness. You know, we’re creating fashionable items that would hopefully fill our customers with confidence and joy. And I always believe that you can feel a little bit more confident if you are quite satisfied in your life.
How do you find the balance between your brand identity and consumer demand?
For us, we’re fortunate in that our products resonate not only with our loyal present customers but also with potential new clients, particularly those from the younger generation. So, in fact, I have about two focuses: firstly, loyal customers who really appreciate the quality of the product, the know-how, and the leather goods, and we do products that are timeless, and secondly, the young generation that enjoys being creative as much as the heritage behind the brand. They, I believe, are significant and allow me to pursue my vision even farther.
How has the company evolved throughout the years?
If I go back to the very beginning, when my grandparents started a tobacco shop, you can truly see the extent of our evolution. Of course, the progression wasn’t instantaneous, with many things happening in between. In the early 1980s, my father initiated the production of luggage and products specifically designed for men. When I joined the company about 30 years ago, we began to incorporate femininity into our products.
Since then, our products have aimed to convey femininity and style and empower women to be themselves by giving them confidence. Today, I’m truly thrilled to lead the company alongside my brother. My daughter and two nephews now make up our fourth generation. We have taken the company to an international level, which I believe is a fantastic accomplishment.
In terms of consumer behavior, how do you think it is different now compared to, say, five, 10 years ago?
Individuals now recognise the importance of being authentic to themselves. Approximately a decade ago, trends were so prevalent that individuals were required to match themselves with specific communities, whether it be rock style, bourgeois style, or casual style. You can be anyone today; I can go out with a rock band tonight; I can attend the office like a bourgeois tomorrow; and this weekend, I can dress casually in jeans and shoes. I value the notion that we don’t have to conform to prevailing trends or pigeonhole ourselves. I appreciate the concept of treating each customer as an individual, and I strive to create quality products tailored to their needs.
If you had to choose one piece from your spring/summer collection, which would it be?
It was a velvet outfit. It has a dash of daring and sophistication in a vibrant pink hue. It’s bold, sophisticated, and fresh. Being joyful, youthful, and strong all at once isn’t simple, but it’s possible. Here I think the combination of the suit design, the material – a lovely velvet fabric – the colour – powerful yet understated – and the overall effect is quite stunning, especially when paired with high heels. Also, it has an elongated silhouette. I’m very proud of it.
What are the things you feel that everyone should know about Longchamp?
We are a French family business, which holds a special place in my heart. When I talk about family, I mean it deeply, as I work alongside my brother, and soon, my nephews and my daughter. It truly embodies the essence of family. The team truly feels like a family to me as well. We have people who have been with us for 20 years, 30 years, and even 40 years. They are indeed an important part of our history. Additionally, I believe that people are already aware of the quality of our product and the expertise behind it, and I would like them to also explore the creative aspect and the fashion essence that our brand and products possess, as Longchamp truly represents a blend of both elements.
