Here's What Went On At Longchamp's LGP Pop-Up Event
In its former life, the French leather goods luxury brand Longchamp was often perceived as a solid, practical favorite of travelers, of more mature women (i.e. here in the Philippines, the women who lunch, and dare we still say it, the Titas of Manila). That seemed to be the core market of this high quality but conservative and safe brand.
From left: Yassi Pressman, Bret Jackson, Chie Filomeno, Donny Pangilinan, Patricia Henson, Tim Yap, Mari Jasmine, Donnie Tantoco, Jake Cuenca, Kylie Verzosa, Daryl Chang, and Vince Uy
Well, the items that will appeal to that captured market can still be found, but with a loud, brash turnaround, Longchamp unveiled its LGP Collection, and its Street with a definitive punch. They even hooked up with celebrity endorser Kendall Jenner to rollout the collection that speaks with urban panache. The letters of Longchamp now scream from the bags, backpacks, and even puffer jackets; and there are strong solid colors with big letters to proclaim street cred.
Hosted by Tim Yap, the LGP pop-up event at Power Plant Mall kicked off with a hip-hop dance number; and it set the tone for a funkier, dressed down kind of an event—starkly different from the events traditionally associated with Longchamp. It’s a fun way to introduce this capsule collection, and the younger vibe was fully admired and appreciated.
Donnie Tantoco attended the event and was beaming, and I joked that he should have worn the puffer jacket as well. Nikki Huang represented her dad, Anton, and the big pleasure of the evening was the Malu Francisco sighting; she’s visiting from Canada, and I know for several in the crowd, she will always be loved and remembered for the years she spent heading SSI’s marketing team.
From left: Christian Valdes, Malu Francisco, Issa Litton, and Philip Cu-Unjieng
Straight from a Metro Channel ID shoot, we also had Team Metro in attendance, with Christina Lopez, Raul Manzano, Anton Barretto joining Donnie, Christian Valdes, and myself for one "money shot." Pia Guanio, Issa Litton, Linda Ley, Jake Cuenca, Mari Jasmine were just some of the other guests who loved this new Longchamp direction.
I can just see it, a young fashion-savvy ingenue sashays down the hallway of the mall, and smiles and winks at some Tita of Manila who raises a single eyebrow, smiles and winks back, as they’re both using Longchamp. For the brand, that’s a slice of retail heaven, speaking to different demographics, and yet, being loved by all.
Photographs from Philip Cu-Unjieng