OLIVIER CASSEGRAIN, Feb 27, 21
Co-Owner & in charge of the US market LONGCHAMP bags
IS A LONGCHAMP BAG MORE THAN AN ACCESSORY ?
OC : "In the 1980s, we ran an advertising campaign that said "Longchamp and me, it's for a long time". Myself, I carry my house on my back and when I choose a bag, I keep it for at least 5 years. This year, we did not choose a muse in our advertising campaign, it is a decision on our part because after Kendal Jenner, we wanted someone whose behavior and attitude our customers feel closer to. As was the case with Kate Moss who during our 7 campaigns, had an extraordinary charisma, a naturalness and spontaneity. She outperforms and far outclasses all Instagram starlets."
TO WHAT DETAILS DO YOU ALWAYS PAY ATTENTION ON YOUR DINNER TABLE ?
OC : "I'm a bit of a maniac because I went to hotel school ... I am very attentive to the way the forks are placed. In France, forks point down because the coat of arms was engraved on the back of the handle of the fork. I also always make sure that the knives are not too far from the edge of the table. And, I always pay attention to the positioning of the glasses. Indeed, I don't like it when they take the wrong place. Today we often have a tumbler for water and a wine glass, it bothers me because it is not visually harmonious. Then, it depends on where you are: if it is a lunch in the south of France where the atmosphere is more relaxed then, it bothers me less but in Paris for example, I find that the tumbler and the wine glass do not fit together next to each other. Also, I hate when the napkins are excessively folded. This is the rule I learned in school, a simple fold is always the best."
ARE YOU CONCERNED ABOUT TABLE MANNERS ?
OC : "I show my daughter how to sit up straight, telling her what I used to hear as a child "pull out your chest, tuck your stomach in and squeeze your butt." Also to be patient, to let the adults talk, which is not easy for her… because as soon as she has something to say, she says it, she is only 6 years old… also, I make her understand that she has to listen to what adults are talking about and to not cut them off because she is part of a conversation and depending on how she is going to intervene, this will show that she is interested in what is going on or that she is not interested in it ..."
IS THERE A BAG COLLECTION THAT EVOKES NOSTALGIA TO YOU ?
OC : "I am thinking of the Zip Bag which was designed by Thomas Heatherwick in a limited edition in 2005. A bag built around a long zipper which was very popular at that time. It was pretty, practical, chic, sober, very functional and with a combination of materials and colors (black leather and orange nylon for example). We then chose Thomas Heatherwick to design the staircase in our Soho boutique, which we called Maison Unique Longchamp. Crafted from laminated steel, it was the 1st work of art of the the famous British designer before making his second creation in Hudson yards, The Vessel."
A CULT FIGURE OF YOUR CHILDHOOD ?
OC : "More than a character, the influence of the disco music that I loved to dance and sing on when I was young"