longchamp | la plage summer tour

Longchamp is officially sending its iconic racehorse out to sea. Taking inspiration from the Spring/Summer 2026 collection, ‘Catch the Parisian Wave’, the house is transforming the beach into a playground for a global tour that trades city boutiques for seaside hangouts. A logo depicting a horse riding a surfboard with a flowing mane appears across a series of coastal takeovers that turn the sand into a new territory of expression. While fashion often flirts with a coastal mood, launching a full-scale world tour suggests creative director Sophie Delafontaine has a sincere obsession with the freedom found by the water.

Rackets, volleyballs and special-edition surfboards replace typical mannequins, creating a space where laziness and vitality coexist. Ready-to-wear pieces from the collection sit alongside these objects, showing off a palette and cut that prioritises a sense of spirit over structure. Faded denim jackets with wave embroidery and flowing dresses covered in overlapping surfboard prints dominate the hangers. Artisanal depth comes from a partnership with ANAKA, a non-profit in Madagascar, resulting in the Le Roseau Raphia Shopper – a hand-woven piece finished with a maple-wood toggle.

For those actually heading into the water, the Épure Surf bag includes a coin purse inspired by vintage surf-wax tins, designed to be worn around the neck like a talisman. Even the classic Le Pliage gets a regional twist, with a special ‘Le Pliage Du Monde Phuket’ edition created exclusively for the Thailand leg of the tour. A very limited run of forty individually numbered surfboards, crafted by the Shapers Club in Marennes, serves as the ultimate collector’s item for the season.

 

Australia’s Nielsen Beach Club acted as the first stop on the map, embracing a heritage of surf and sun that defines the local lifestyle. Phuket currently hosts the next stage at The Surin Hotel until 6 April, where the traditional lobby makes way for a landscape of striped deck chairs and branded kites. Portugal’s Comporta welcomes the tour in mid-April, offering a backdrop of pine forests and rice fields that matches the sun-drenched spirit of the clothing. By the time May arrives, the focus shifts to Taiwan, specifically the coastal stretches of Kenting, where the residency lasts until 14 June.

Northern cities are receiving a dose of the ocean even without a shoreline in sight. Hamburg’s Alsterhaus and Amsterdam’s de Bijenkorf house installations through most of April, bringing a bit of vitamin D to the shopping aisles. South Korea joins the circuit at the Shinsegae Centum City in Busan from 7 April to 19 April. In the UK, the beach is arriving in Sloane Square from 28 April until 12 May. Londoners can expect coastal charm right in the heart of Chelsea, offering a bright alternative to the unpredictable spring weather. 

Longchamp is betting that everyone wants to be part of this sun-drenched narrative, regardless of whether they actually know how to catch a wave.

Discover the Spring/Summer 2026 collection and find out more about the tour here.

photography. courtesy of Longchamp
words. Gennaro Costanzo