How Did Longchamp Go from Planting Veggies in the City to Being the Ultimate Symbol of Vhill French

With social media spilling all the secrets and behind-the-scenes stories, how can luxury brands still spark curiosity? French premium brand Longchamp came up with a fresh and unexpected approach. To hype up its 2025 Live Green Spring/Summer collection, Longchamp has been throwing exclusive dinner parties and Longchamp Garden pop-ups in about 20 cities worldwide—think Paris, London, New York, Tokyo, Bangkok, Singapore, and Shanghai—starting from late February. But here’s the twist: instead of the usual runway or showroom, they got Michelin-star chefs and foodie influencers to whip up dishes inspired by the collection, using local ingredients to capture the taste of Longchamp.

Take Paris, for example—at the first event, the handbags took a backseat. Instead, all eyes (and taste buds) were on three-Michelin-star chef Alain Passard and pastry queen Nina Métayer, crowned the World’s Best Pastry Chef 2024. They created a menu based on the collection’s vibe, serving up unique, fresh-from-the-farm dishes. Alain Passard even shared an exclusive Longchamp-inspired recipe—a garden-themed puff pastry vegetable pie, now free to download online.

From March 6th to 9th, during Paris Fashion Week, Longchamp turned the courtyard of the Palais Garnier into a full-blown pop-up garden with hands-on workshops, DIY herbal tea stations, gardening classes, and even a quirky vegetable astrology experience. Over in Shanghai’s Zhongshan Park, Longchamp hosted a summer dinner inside the WHO Flower Greenhouse, completely transforming it into a French countryside garden. Outside, visitors wandered through a perfectly pruned green space, while inside, the glasshouse was set up as a cozy veggie garden packed with fresh produce and leafy greens.

Once inside the garden, visitors could use game tokens to exchange for specialty drinks or fresh produce, as well as participate in interactive activities such as ring toss games and herb-themed trivia sessions. Notably, there was no direct display of Longchamp’s products within the space. Instead, the immersive experience engaged guests on a visual and gastronomic level, allowing them to fully grasp the essence of the brand’s new seasonal theme. To further extend this exploration of "flavors," Longchamp has made its Longchamp Garden exclusive recipes available online. These were co-created with renowned Shanghai-based French chef Dai Guangtan, Michelin-starred chef Li Zhanxu, and popular food bloggers such as Jrake and Vincent Te Bie E.

On social media, Longchamp amplified its campaign by showcasing how different influencers and Longchamp Girls styled the new collection. The brand strategically intertwined its official promotional content with trending themes like springtime aesthetics, French pastoral charm, and vacation-ready fashion. This multifaceted approach ignited a wave of online discussions, propelling Longchamp’s visibility on Xiaohongshu to new heights. As of the latest data, the hashtags #LongchampGarden, #LongchampSS25, and #LongchampLiveGreen have garnered 2.77 million, 5.58 million, and 3.215 million views, respectively—far surpassing industry benchmarks.

Moreover, Longchamp has now become one of the most active luxury brand accounts on Xiaohongshu, boasting an engagement rate of 690,000 interactions and nearly 240,000 followers—2.4 times more than Hermès, 1.5 times more than Miu Miu, Prada, Coach, and Burberry, and slightly ahead of Loewe, trailing only behind LV, Dior, and Gucci.

Longchamp’s influence in the luxury sphere is indisputable, often encapsulated in the phrase, "The ultimate bag choice is either Hermès or Longchamp!" From a branding perspective, the overwhelming success of the Longchamp Garden campaign and its virality on social media can be attributed to three key factors:

1. Storytelling + Vibes = Keeping It Real

Turning farm-to-table vibes into fashion? That’s all thanks to Artistic Director Sophie Delafontaine. She came up with the idea after realizing that her daily routine of picking fresh veggies from her home garden to cook meals gave her a real sense of energy and warmth. The crazy mix of colors and natural goodness made her feel alive and pumped for the day ahead.

Sophie says this is exactly the kind of positive energy that spring and summer should bring: "We want to showcase the bright side of life and create pieces that make people feel good and confident. I truly believe that when you're happy with your life, you naturally feel more self-assured."

That’s why the Spring/Summer 2025 lineup is packed with eco-friendly totes and dumpling bags covered in veggie prints, plus some seriously cool designs—think beet-colored bamboo bags, honey-toast-colored bags, bright green “market baskets,” and even scallion-inspired net bags. And for that extra pop? Tiny charms shaped like cherry radishes, tomatoes, and bell peppers.

2. Playing the Long Game: Keeping the Brand Vibes Strong

This isn’t the first time Sophie Delafontaine has infused her personal life into Longchamp. As a third-generation member of the founding family who grew up in Paris, she has always sought inspiration from reality, integrating her philosophical reflections on life into her designs to keep the brand dynamic and relevant.

Whether it was Longchamp Glamping in 2023, Longchamp University in 2024, or the latest Live Green initiative, all reflect Sophie Delafontaine’s deep affection for Paris and its lifestyle. To her, Longchamp represents the quintessential Parisian woman—elegantly dressed yet effortlessly comfortable, confidently navigating cafés, museums, and boutiques in search of new experiences.

This consistent storytelling has naturally cemented Longchamp as the epitome of the "Parisian Girl," a remarkable feat in today’s increasingly segmented and fast-evolving fashion landscape.

3. Making the Most of Every Space & Every Interaction

Longchamp isn’t just about bags and branding—it knows how to use space to make a lasting impact. The Longchamp Garden activation at Shanghai’s Zhongshan Park is proof. Even after the event ended, people spotted the green benches with "Longchamp" logos left behind, turning into an unexpected selfie hotspot that kept trending.

In China, Longchamp stores have also jumped on the Live Green theme, revamping their displays with a countryside-chic vibe. Right now, the brand has around 1,500 stores worldwide, including 350 in China. Jean Cassegrain pointed out that the old-school retail rule—"location is everything"—is no longer relevant. With e-commerce booming post-pandemic, brick-and-mortar stores have evolved into spaces for connection and hands-on brand experiences.

Since 2020, Longchamp has been tweaking its store layouts, focusing on cozy reception areas to create a "Parisian apartment" feel. The goal? To make sure Longchamp isn’t just seen as a handbag or fashion label, but as a whole laid-back, effortlessly cool French lifestyle.