I was recently walking through a residential street in Ann Arbor when I came upon an assorted pile of books and clothes labeled ‘free’ in front of a house. While digging through the mess, I noticed a particular gem: a slightly beat-up, red Longchamp Le Pliage tote. I was tempted to take it; who would refuse a free designer bag? The concern stopping me was the bag's slightly broken zipper, along with several ink stains. 

I then recalled a recent trend I’d noticed on campus and  social media. I have seen many people walking around with Le Pliages and Goyard St Louis PMs casually slung across their shoulders, stuffed to the brim with papers, books, and pens. These bags seem to have been embraced as ‘every-day’ bags and people don’t seem to care if they get messy or damaged. 

According to British Vogue, Longchamp reported a 44% sales increase in January 2024 as compared to the previous year. On TikTok, there are over 73,000 posts with the hashtag 'longchamp’ and 63,000 posts with the hashtag ‘goyard,’ showcasing these bags as undeniably on trend. Videos with these bags garner millions of likes across platforms such as Instagram, X, TikTok, and YouTube, heightening their popularity across the world.

But why the sudden rise in popularity of such bags? Industry experts seem to think the surge reflects trends seen on the runway as designers push versatile, large leather bags towards consumers. For instance, in Louis Vuitton and Miu Miu’s Spring-Summer 2025 shows, the designers chose to include several large, leather bags in the collections as opposed to smaller, more impractical purses. 

Consumers right now seem to be prioritizing bags that will last in the long run; As inflation remains high, buyers are forced  to consider practicality over impulse buys. Rather than buy a very small bag like the Jacquemus Le Chiquito, consumers seem to prefer older, more practical bags they may already own. More affordable options like the Le Pliage, or St Louis PMs boast a high price point, but are capacious, durable, and have a proven track record of longevity. 

People have begun to accessorize their bags with jewelry, charms, pins, patches, and even small paintings. A recent TikTok trend with tens of millions of views seems to encompass this: ‘jane birkin-ifying’ a bag. The trend takes inspiration from actress Jane Birkin, whose need for a practical bag while traveling with her children led to the creation of the Hermes Birkin. Jane adorned her bag with accessories,  and consumers today seem to follow in her footsteps and  embrace that idea. 

So, ultimately I did pick up that beaten-up Le Pliage and take it home and made it my own by adding a scarf and threading in some necklaces. The versatility of designer bags such as these allows consumers to embrace practicality while also bringing out a sense of uniqueness. In a way, it’s comforting to know that I don’t really have to worry about the upkeep of my bag. I can take my Longchamp anywhere, whether that be class, the gym, or when I’m out-and-about.