Longchamp
Longchamp: making TikTok a lever of desirability and development for a fashion house
For Longchamp, TikTok is not just another channel: it is where the Maison can rejuvenate its audience, assert a more fashion-led image and recruit the audiences that will drive its growth. tigrz supports this transformation by connecting content, community and media, alongside Instagram.
The Maison’s objectives
Longchamp puts content at the service of its transformation and its social media performance. The ambition: to rejuvenate its audience, strengthen its desirability among Gen Z and young millennials, and assert a more fashion-led image, beyond its leather goods heritage.
TikTok’s role, alongside Instagram
tigrz structured two distinct platform narratives: Instagram carries image and performance, TikTok builds cultural and lifestyle relevance. The two platforms call for neither the same content nor the same tone of voice, and this editorial differentiation continues in a test-and-learn logic.
The set-up: key moments, hero products and paid
- Key moments: the Cocooning On Ice operation, with ice rink activations in Shanghai and Val d’Isère, served as the common thread from 11 November 2025 to 5 January 2026.
- The content: hero products regularly showcased, such as Le Roseau, and fashion content carried by a more cultural and playful tone of voice. AI-assisted content and premium placements such as TikTok TopView reinforced this playful dimension.
- Organic and paid: organic establishes the territory, nurtures the relationship and builds the Maison’s fashion credibility; paid amplifies reach and accelerates community growth, with investment prioritised on the most engaging content.
tigrz’s role: editorial strategy, creation, media steering and performance analysis, in a social content approach serving both the brand and the business.
Results: relative changes over a given period
What the case demonstrates for a fashion brand
- A hero product can structure visibility: showcased repeatedly, it becomes a reference point for the audience and a performance driver.
- Tone of voice is a desirability lever: richer captions, wordplay and a touch of Franglais help the brand enter the platform’s cultural codes.
- TikTok and Instagram are steered together but do not copy each other: each platform calls for its own editorial territory.
This case does not describe the brand’s overall growth: it documents the effect of an editorial and media transformation on TikTok over a given period. To go further, read our article on Longchamp’s TikTok momentum and discover our TikTok expert page.
Expertise and resources
The content
Collaboration