Revisiting the revolutionary bag of the 90s, Longchamp re-imagines the Roseau, making it ready for the modern woman of today—and that includes your mother.
Before anything else, Longchamp is making it very clear: This isn’t just your mother’s bag anymore.
This might sound like a lofty, almost alienating sweep of a statement, but ever since taking over the reins as creative director for the family-built legacy at the maison, the mission of Sophie Delafontaine was to take a history’s worth of heritage and make it fitting and appropriate for the modern, up-and-adulting woman. Since then, Longchamp has succeeded in many fronts, including its foray into sportier apparel, as well as of edgier leatherware. This time, it wasn’t just a bag anymore—it was a full on lifestyle.
Revisiting the archives of Longchamp brought forth a rediscovery of the 90s favorite, the Roseau, a roomy, open-tote silhouette that could fit all of the decade and more in its compartment. Evoking the free and feisty spirit of the spring/summer 2020 collection, the reimagined Roseau maintains its minimalist genesis—simple and streamlined with its signature silhouette, keeping of course the unique bamboo clasps that fasten much like a functional duffle coat. This time, however, proportions have been adjusted with the key qualities: the shape gets more playful and whimsical in mini variations, while the toggle closure is oversized for a more modern twist. Sporting leather edges for a more graphic and optical detail, the Roseau top handle bag gets a contemporary and more luxurious approach in cowhide, calfskin, python-style lambskin, and patent leather that can be pushed in from the sides to create an illusory trapezoid visual.
Unique and understated, the Longchamp Roseau is a beautiful bridge of the past and present, thereby taking it fittingly into the future. This couldn’t be more illustrated in the seasonal campaign headlined by Kendall Jenner who sports the revolutionary revisit of the 90s in its updated form. In the searing sunny visuals, Jenner handles the mini Roseau in a streetstyle-ready way, worn short and across the body against a fiery red leather dress, its metallic bamboo fastener glinting in the mid-day light.
Fans of the original oversized proportions need not worry though, as Longchamp still pledges the same commitment to the beloved bag. If anything however, the heritage brand schools us on the fact that in the consistently cyclical world of fashion, one cannot put a good classic down. Exemplified in the emblematic Roseau, perhaps it’s high time we admit it, our mothers may have been right on this one. Now, quit rolling your eyes and raid her closet for the OG to tote around. But if you’re feeling generous, there’s always the new one you can pick up for both of you to enjoy.
Needless to say, the lesson remains: Listen to your mothers, kids.