Longchamp’s boutique in Soho particularly gains attention because of its modern look, designed by British famous architect Thomas Heatherwick. Aside from recruiting Heatherwick, Longchamp seeks to modernize their collection by working with designers who are well known for their modern, unique, and sometimes outrageous designs such as Tracy Emin, and Jeremy Scott. Longchamp also hires Kate Moss to present their collection.

Aside from bags, luggage, wallets and other small leather goods, for men and women, Longchamp now expands their range of products to ready-to-wear collection for women and accessories for men. Most Longchamp products are made in France, in particular in Segré and Maine et Loire.

Longchamp is still owned by the Cassegrain family, with Jean’s Cassegrain’s son, Phillippe Cassegrain, as the CEO of the company.

Le Pliage is the company’s brand for conservative bags and luggage.

• Jeremy Scott, an American born designer whose style is unique, even outrageous. Jeremy Scott gives Longchamp fashionable and modern touch to the brand. Jeremy Scott is currently Longchamp’s most prominent designer. He was listed in number 31 in Face’s ‘Most Important People in Fashion’.

• Tracy Emin, a British designer with modern, unique, even rebellious flair.

• Thomas Heatherwick, architect and designer for Longchamp Soho boutique.