PARIS — In one of a latest twists in a trans-Atlantic conform uncover shuffle, Longchamp is formulation to theatre a initial central runway uncover during New York Fashion Week this fall. Known for a best-selling Le Pliage bag, a French leather products organisation has stretched a ready-to-wear charity over new years as partial of a repositioning as a lifestyle brand.
The New York uncover is scheduled for Sept. 8, with a venue nonetheless to be confirmed. The family-owned code also skeleton to theatre an eventuality on a home territory during a Opéra Garnier in Paris on Sept. 11.
The NYFW uncover will top Longchamp’s 70th anniversary celebrations and a U.S.-centric year for a brand. Building on its ambition to be seen as a conform brand, Longchamp in May non-stop a Fifth Avenue flagship with a dedicated space for rtw and boots in a core of a categorical floor, and launched a wardrobe and accessories plug with Shayne Oliver. Meanwhile, Kendall Jenner, a new code ambassador, is on house for 4 seasons, commencement with a tumble 2018 campaign.
When asked if a New York uncover will be a one-off, Sophie Delafontaine, Longchamp’s artistic director, said: “We felt that this was a right time to take things to a subsequent turn and to set out a prophesy of a dynamic, worldly Longchamp woman. Longchamp has always acted on premonition and we’ll continue to act on a premonition as we make decisions for destiny seasons.”
For Marie-Laure Dubuisson, tellurian communications and selling executive during Longchamp, a tandem events will demonstrate dual interrelated perspectives for a brand. “In Paris, we will applaud 70 years of oppulance and savoir faire, while in New York we will demeanour forward to a subsequent 70 years,” she said.
As a secretly owned company, Longchamp does not share revenues and declined to divulge a relapse of sales on accessories and rtw. The latter difficulty is accessible in around 40 of a 300-plus stores worldwide.
“It’s resourceful distribution,” Delafontaine told WWD during a flagship’s opening. “I didn’t wish to have it everywhere in each form of store. we wish a lady shopping rtw to feel that she’s in a really comfortable environment. There’s an event for us to uncover rtw in a U.S. marketplace and rise it and maybe start to demonstrate something stronger.”
Among other projects Stateside, a code is scheming to open a initial Los Angeles store this fall.