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Usually, this irks me, but not in the case ofGen Zs newfound obsession with Longchamp.

But why exactly is Longchamp in the spotlight once again?

Woman carring a pink and red Longchamp Le Pliage bag.

Edward Berthelot / Getty Images

This time, I opted for a vibrant orange I scooped from Italist on sale.

Just like that, Le Pliage totes became cool again in the eyes of influencers and shoppers alike.

An orange Longchamp tote on the ground with Tory Burch sandals and Rolling Stone magazine.

Bella Gerard

Ive been loving my Longchamp Le Pliage because its the most durable bag Ive ever used.

I dont think Longchamp ever went out of style in Europe, points out content creatorMallory Kugler Goldman.

They manage to maintain that touch of luxury, while still being friendly to different budgets.

YouMe Lin holding a red Longchamp bag.

YouMe Lin

I think Longchamp is reclaiming its It status by flawlessly delivering what today’s consumers desire, says Lin.

But if you dont know where to start, the classic Le Pliage is a timeless choice.