LONGCHAMP COMPANY WAS FOUNDED IN 1948 IN FRANCE, TOBACCO OWNER, Jean Casségragan, who set out to realize his cherished dream and to create a world-famous limestone. HE STARTED FROM MANUFACTURING SKIN FOR SMOKING PIPES AND MANUFACTURING OWN PIPES, AND ONLY AFTER SEVEN YEARS, ADDED A SMALL FIT TO THE ASSORTMENT. Soon, THE FIRST OWN FACTORY IN THE CITY OF SEGRE WAS OPENED UNDER THE LONGCHAMP BRAND.
Today, Longchamp House is run by the grandson of its founder and grandfather full namesake Jean Cassegran. We were lucky to talk with him during the opening of a new boutique in Dubai and the presentation of a unique collection of bags.
Jean, please tell me what are the core values of your family business? And what are the benefits of independence from large conglomerates?
The keywords that can describe our brand today are skin, family, joy, quality and creativity. We like this combination and over the years we have been proving its viability, not afraid to take risks and continue to create. Our independence gives us the opportunity to implement the most daring projects, as well as make decisions regarding the long-term development of a family business.
What is the Longchamp product range today, and how difficult is it to bring the brand's historical spirit through new collections?
Today, the company has five Longchamp factories that produce handbags, men's briefcases, leather accessories and luggage. Longchamp products are partially manual. The Longchamp brand continues to delight and amaze its fans with new looks every year, however, we remain faithful to our creativity, highest quality and innovation. The success of our advertising campaign under the flag of "creative movement" is gaining speed in the new season. Changing the scene from summer New York to autumn Paris, art director and choreographer Bianca Lee, together with Air, came up with a vibrant and noisy story. The face of the campaign, Coco Rocha's top model, embodied the brand’s main emotions - energy, cheerfulness and carelessness. Photographer Max Vadukul, known for his spontaneity, professionalism and mastery of open-air shooting, chose Paris and its atmosphere to realize his plan. The foggy surroundings of Montmartre and the Dauphin Square, covered with the first snow, embankments with their bookstores and beautiful streets became not just a backdrop, but another character of the action. Coco Rocha chose American rising model Emily Di Donato as her filming partner. It turned out just wonderful! In keeping with the spirit of Longchamp. In general, we like to work with celebrities such as Kate Moss, as the result is very interesting collections and solutions.
What do you represent today in Dubai? What should you first of all pay attention to those who have already begun to think about choosing Christmas and New Year gifts?
I am proud that we opened the second branded boutique in the UAE, this time at the Mall of the Emirates. Especially for this event, we released a limited series of Dubai Bag bags, on which customers will find the symbols of the Longchamp House - the famous horseman and pipes, and the most famous Dubai attractions. In addition, I would advise you to pay attention to the bags from our new collection, they differ in unusual colors - dark turquoise, fiery red, chocolate, mustard, as well as shapes and textures. The collection has a lot of leather of the highest quality, there is natural fur and delightful fittings. In addition to the bags, we offer our customers the first line of shoes and a series of casual clothes.
What does luxury mean to you, in a word?
Superiority.
What basic principles do you follow in life?
For me, the most important thing is work, family and respect for others.
Which modern brand is synonymous with true luxury for you?
The first on the list will, of course, be Longchamp. I like to use the products of our company and am a very fastidious buyer. I also really like other French luxury brands such as Chanel and Hermes.
How do you see the luxury of the future?
Simple, sophisticated and everyday.
Thanks for the conversation, Jean. I wish you success and see you soon.
