“Every time I wear it, people ask me where it’s from”: the Dragon Diffusion basket phenomenon

A few weeks ago, in these pages, we talked about the Savette phenomenon, the American brand with celebrities on its arm, which dreamed of conquering Paris. On sunny days, while Le Bon Marché customers are always numerous in its corner on the ground floor of the department store, they also willingly eye the shelves a few centimeters away, where the woven leather bags from Dragon Diffusion are placed, which are a hit. To our surprise, a saleswoman tells us that the brand is Belgian and that it has even already celebrated its 20th anniversary. " I thought it was a recent brand, for influencers, it's so everywhere on social networks," a young girl tells her as she observes her reflection in the mirror, a yellow model on her shoulder.

Also read: Catherine Romand, the renaissance of artistic basketwork in Indre-et-Loire

If his name doesn't ring a bell but you're in Paris these days, try counting them on café terraces, in the checkout line at Monoprix, or on the metro. They color the capital for 25-35 year-olds...