Longchamp’s iconic Le Pliage foldable tote is experiencing an unexpected wave of viral popularity among Gen Z and Gen Alpha, driving strong financial growth for the historic French luxury brand.
First launched in 1993, the lightweight nylon tote has evolved into a staple across US college campuses, European schools, and international fashion capitals. Priced accessibly at $165 for the classic large canvas version, the bag has become a favored entry-level luxury item for teenagers and young adults, frequently highlighted on TikTok through back-to-school videos and trend roundups.
The sudden surge in popularity has translated into notable commercial success. Bolstered by enduring classics and viral attention on social media, the brand is pushing its visibility further.