The grand opening of LONGCHAMP flagship boutique in GUM, Moscow

French luxury House LONGCHAMP celebrated the opening of its flagship boutique at the ground floor of GUM, the most famous Russian Trading House in in the very heart of Moscow, facing Red Square.

This luxurious positioning is a new step for the French Brand. The unique opening of the new Flagship in GUM is consistent with LONGCHAMP’s global strategy to have its boutiques placed in the most attractive locations with the perfect luxury environment. It contributes to the establishment of the firm brand image and expansion on the Russian market.

The new boutique will allow customers to discover seasonal outstanding pieces as well as iconic models in a new space of 135 sqm.

An opening party on March, 28th, celebrated this new store, in presence of the family members, Sophie Delafontaine, Jean Cassegrain, Granddaughter and Grandson of the company founder. They hosted the party alongside with stunning Elena Perminova, the first brand’s friend and ambassador on the Russian market.

“We all in LONGCHAMP are very pleased to see our first flagship boutique in Moscow and were happy to share with our guests this special feeling at the celebration party. We are also very proud to have Lena as the first brand’s friend and ambassador on the Russian market and to have hosted the opening party with her. We hope that this opening will become a solid ground for future LONGCHAMP’s steps in Russia”, commented Sophie Delafontaine.

The boutique cocktail was followed by a private afterparty in Cristal Room Baccarat where the guests enjoyed the performance of LUNA – one of the most popular Russian singers of 2016, and the DJ-set from Sofiya Muntyan.


The event was attended by the representatives of Russian media, fashion and art industries: L’Officiel Russia editor-in-chief Ksenia Sobchak, ballet dancers Anna Tikhomirova and Artem Ovcharenko, actors Maxim Matveev and Egor Koreshkov, Glamour Russia editor-in-chief Masha Fyodorova, it-girls Yana Rudkovskaya, Anastasia Ryabtsova, Anna Ivchenko and Evgeniya Linovich, singer Natalia Chistyakova-Ionova, model Ksenia Sukhinova, ELLE Russia editor-in-chief Ekaterina Mukhina, TV-presenter Andrey Malakhov, designer Katya Dobryakova and many others.