The Trend of Dublin’s not-so-popular fashion accessory-The Longchamp Phenomenon.

I’m inspired to write this piece on the Longchamp Tote bag because a short while ago, I discovered how quickly it is growing in popularity in Dublin and countries worldwide, what kind of trend it has become, and the trendsetters who have made it a phenomenon.

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With the rise of a chic, high-fashion subculture in Dublin, we are constantly glancing at a swarm of people shopping in the city's most popular luxury-selling stores like ‘Siopaella Designer Exchange’ and ‘Brown Thomas’. Participating in Dublin’s Independent Fashion Week this November were independent Irish brands such as ‘Pellador’ and ‘Seeking Judy’, successfully launching within the local fashion scene and creating products that incorporate elements of Irish culture while being sustainable or practical. These up-and-coming labels give us clothing and accessories that people ‘want’ introduced to the Irish fashion scene. What is it with Longchamp Totes then that has people screaming over them?

Longchamp has achieved remarkable success through the extensive sales of the iconic ‘Le Pilage’ Tote bag, which was first introduced in 1993 and quickly gained widespread popularity for its innovative foldable design inspired by Japanese Origami. This versatile bag, available in neutral colors, is not only practical for everyday use but also spacious enough to accommodate laptops effortlessly. Tote owners I have observed typically gravitate towards two distinct styles: the sporty spice crew with the activewear buzz or the 'clean girl' squad with their polished look. I mean, can't we mix it up a bit, honey? Variety is the spice that many people lack, and I can't help but paint them all with the same unstylish brush. I mean, given the current popularity of sporty and 'clean girl' looks, the tote bag appears to be the perfect accessory.

You don't have to break the bank to join the Longchamp club. The availability of affordable bag alternatives is in stores(such as Dunnes), priced at €15, offering a budget-friendly option compared to the authentic Longchamp bags, which are priced at €125 for the medium size and €135 for the large size on the official Longchamp website.

Luxury brands often find themselves caught in a balancing act between chasing trends and preserving their unique identity. The pressure to remain relevant and competitive can lead brands to jump on the latest fashion trends, sometimes at the expense of their core values and aesthetics. This constant pursuit of the “next big thing” can result in a homogenization of designs, as brands strive to outdo each other and capture the attention of consumers.  

When brands prioritize trends over their own identity, it can dilute their brand equity. Customers may no longer perceive the brand as offering something distinct or special. This is particularly evident in cases like Longchamp, where a focus on achieving trends has, in my opinion, compromised the brand's timeless appeal.

I took to my Instagram page to find out people’s opinions on the bag. Listening to the responses I received, and considering my audience of fashion-forward followers, I gathered that there’s a distasteful aura surrounding the bag, whether that be the bag itself or how it's styled. We have seen it happen with Marc Jacobs Tote bags last year, with similar criticisms of a feeling of a loss of identity. The bag set its mark as the on-trend piece last year.

Touching on my discussion of Dublin's newfound treasure, Longchamp was the cornerstone of styling this year, a bag that received its nickname in Japan and has continuously sold worldwide. What is next for Longchamp? Would they consider going back to the roots of the brand? A world of fashion and consumerism revolutionizes trends, giving us more drama all the time. While some people like me will criticize and claim it's hard to see the desirability anymore for some brands... fashion will remain the everchanging cunty love of our lives.