Longchamp represents Parisian women perfectly
Jean Cassegrain always tries to promote a "Parisian lifestyle".
The Longchamp CEO's grandfather, who went by the same name, founded the leather goods brand in 1948. Since then the items, including bags and fashion accessories, have won over famous fans such as Miley Cyrus and Kate Moss, who created her own Longchamp bag in 2010.
Decades on, Jean still stays true to the brand's recognisable aesthetic.
"We try to promote a brand concept that is very French. Whether it’s in Japan in Korea or in the US or in Mexico, women like the Parisian lifestyle," he told HuffPost Live. "I think the Parisian woman can be a role model for a lot of women around the world. She’s active, dynamic, but always elegant. This thoughtless elegance is probably what characterises her the best and we root for that."
The brand has stores around the globe now, with hotspots including SoHo in New York and Hong Kong.
Alexa Chung has been the face of the company for a while and last year she appeared in a fun campaign when Longchamp celebrated 20 years of its Le Pliage design - a handbag in a variety of colours with a two rounded leather straps.
Despite Alexa hailing from the UK, Jean thinks she's the perfect choice for the role.
"Alexa perfectly embodies the brand. She’s English, she’s not French, but she’s very Parisian in her way of life," he added.
Alexa also posed for the brand for its Spring/Summer 14 range and as well as receiving Jean's approval, Marie-Sabine Leclercq, the label's international communications director, also backs this up.
"The whole team fell under her spell," Marie-Sabine said of working with the British star.
Earlier this week Alexa attended a Longchamp dinner in New York's Meatpacking District to celebrate her latest campaign.