The Longchamp craze on campus: Bags are the newest form of self-expression

illustation of a girl carrying a tote bag.

You’ve seen it hanging from shoulders all across campus — a sleek, foldable canvas tote with leather handles and a subtle logo. Longchamp’s Le Pliage is timeless, practical and suddenly everywhere. Translating to “to fold” in French and inspired by Japanese origami, this bag instantly became popular worldwide after its 1993 release. Nonetheless, the University of Michigan has only recently discovered the Longchamp craze, years after Europe and many other regions have considered it their holy grail. Now, we’re all caught up — there’s a Longchamp craze at the University, and it’s all due to their use as an outlet for self-expression, their targeted marketing and their successful functionality. 

Longchamp totes beg the question: Why did we even use backpacks in the first place? Totes have ample space and easy accessibility, all while looking fashionable. The Le Pliage, as a tote, has particularly stood out due to its lightness and versatility as it folds four times over, allowing it to be easily stored or packed. Although the Le Pliage doesn’t have divisions inside the bag, people can purchase organizer inserts to separate their belongings. Coming in at about $150 (compared to a $90 backpack), the prices of Le Pliage totes are similar to backpacks and less expensive than other designer bags. 

The usage of these bags goes beyond school or travel; totes are an everyday necessity. With regard to sustainability, these bags are friendlier as they are multi-use. Instead of purchasing a bag for every occasion, a tote like the Le Pliage has various purposes beyond school — travel, everyday use, sleepaway and so on. Investing in a singular bag won’t just save you money but can foster a culture of sustainable fashion and resourceful living. We’re witnessing how bags, especially the Le Pliage, embody the industry’s latest objective of fostering sustainability.

Totes are also a showcase of the beholder’s personality, making this everyday accessory the ultimate form of self-expression. The Le Pliage comes in various colors and sizes, all while maintaining its instantly recognizable and iconic silhouette. As for totes, generally speaking, there is an endless variation of designs, colors and shapes for every person. Canvas totes with their printed designs, can reference an unforgettable museum, school club you’re part of, favorite restaurant and other experiences. In a sea of sameness on campus, your choice of tote can reflect on your background, interests and who you are. 

While the bag itself may be one of many, there are ways to further add your personality through charms, engravings, keychains, ribbons, padlocks, stickers and scarves; the possibilities are endless. This phenomenon has recently been named the “Jane Birkinifying” of bags, named after icon Jane Birkin who covered her bag with personal trinkets. Here, your bag is a blank canvas ready to be personalized, whether through a Jellycat Stuffed Bear Keychain, a scarf wrapped around the handles or your initials stitched onto the leather, all of which can be spotted on campus. 

Longchamp is at the forefront of this bag fashion revolution in the U.S. because they correctly identified a new target audience for their brand — college students. At the start of 2024, they launched their spring-summer 2024 collection: Longchamp University, “a tribute to university students who are curious, eager to learn, and enriched by their contact with other cultures.” Evidently, the rise in popularity of the Le Pliage wasn’t a mere coincidence. Longchamp knew they could expand their market by directly targeting this demographic through their campaign. And though other brands and bags are rising in popularity among college students, Longchamp’s success because of this campaign is clear at the university.  

The Longchamp craze is more than a microtrend; it’s a gateway to promoting style and individuality within a community that can be so monotonous. There’s no need to sacrifice functionality and versatility when switching backpacks to totes. On the contrary, these bags are better suited for everyday usage, even outside the classroom. Unlike backpacks, these shoulder bags have never-ending possibilities from “Jane Birkinification” to unique colorways, engravings, niche selections and hoping to find the next it-bag. As more and more students trade their backpacks for totes, they’re redefining how style meets substance and self-expression to prove that fashion on campus can be anything but ordinary. 

Daily Arts Contributor Lucia Larach can be reached at llarach@umich.edu

The post The Longchamp craze on campus: Bags are the newest form of self-expression appeared first on The Michigan Daily.


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