French luxury label Longchamp has unveiled the Longchamp Serves the People tote bag to celebrate the opening of its flagship boutique in Beijing. The Serves the People slogan written in calligraphy is etched on the calf skin bags cover. Striking red lining has been incorporated in the bag to offer a hint of luxury. Only available at the Longchamp Beijing boutique, it retails at 8,700 yuan (HK$9,800).Longchamp managing director Jean Cassegrain flew in from Paris to open the boutique that was designed by the companys interior design director Alexis Govaert to showcase the labels leather goods and ready-to-wear collections.
The 250-square-meter boutique displays the creations of Longchamp artisans in three separate zones. The boutique area facing Wangfujing Dajie is devoted to womens handbags and accessories. The middle section highlights mens bags, accessories and travel collections. Womens accessories, handbags and and ready-to-wear collections are showcased in the front section.
Longchamp was founded in 1948 by Jean Cassegrain. The brand has diversified into gloves, belts, silk ties and scarves, since it designed the first womens handbag at the end of the 1970s.
The label operates boutiques in Hong Kong, Tokyo, Shanghai, and Sydney in Asia, while elsewhere it offers collections in Paris, London and New York. The Beijing store, which opened its doors last month, is Longchamps 108th boutique worldwide.
