Longchamp launches It is not a bag. It is Le Pliage

Partnering with boutique creative network Fred & Farid Los Angeles, the iconic Parisian fashion house Longchamp is launching the first ad campaign for its most iconic line, Le Pliage.

Crafted with leather handles, a signature flap, colorful nylon and now recycled fabric, within a new Pliage Green more durable collection, Le Pliage is named after the French verb “to fold,” because it can be folded up and stowed away.

Inspired by origami, and a trip that Longchamp’s founder’s son Philippe Cassegrain took to Japan in the 90s, Le Pliage was initially released in 1993… and instantly skyrocketed to fame.

Since then, it’s been sold around the world and carried by countless celebrities. Today, it is rumoured to be found in every home in France. Whether for travel, or everyday wear, Le Pliage is a must. Le Pliage is a legend. Le Pliage has become a design icon because of its ingenuity, and its status as the first style to pair nylon and leather in a chic way (all for a surprisingly affordable price).

The new campaign was created under the line: It is not a bag. It is Le Pliage. (in French: Ce n’est pas un sac. C’est Le Pliage.)

Longchamp – Le Pilage - It's Not A Bag

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Agency Fred & Farid/Los Angeles
Production Company Studio Sander Plug
Director Sander Plug

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Credits

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Agency Fred & Farid/Los Angeles
Production Company Studio Sander Plug
Director Sander Plug
Supervisor Severine Autret
Supervisor Leslie Hatchwell
Creative Director Chelsea Steiger
Copywriter Hilary Smith
Chief Creative Officer Fred & Farid

Photographer Sander Plug
Producer Agnes Bouille
Producer Maarten Le Roy

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The tagline was inspired by an insightful observation from Longchamp’s CEO Jean Cassegrain and Artistic Director Sophie Delefontaine, which is that: “Le Pliage is not a bag. It is a concept.” Meaning it is a lifestyle, of adventure, movement and energy, that still remains elegant. Le Pliage is representative of the desire to go places to get things done, while simultaneously looking amazing. It is the perfect fusion of fashion and function. But there is no way that it is just a bag.

To bring It is not a bag. It is Le Pliage. to life, Fred & Farid partnered with the renowned Studio Sander Plug and its founder (of the same name), who is an internationally-awarded film director, photographer, visual artist and designer. Sander Plug, the man, is known for his conceptual approach, minimal aesthetics, exemplary craft, and also his smart humour, which he has applied to creative work for numerous luxury and fashion brands including Hermès, Vogue, Cos, and Campari, amongst many others.

Longchamp’s campaign comprises films in which people interact with Le Pliage to prove: “It is not a bag. It is Le Pliage.”

For example, in Eco, a discarded plastic bottle magically transforms into a more durable Le Pliage, showing off the brand’s new sustainable collection. The film sheds a glamorous perspective on what it means to create and carry a recycled object. Sustainable is not an unsavory alternative to unsustainable. It is just as chic (and maybe even more chic) to take care of the Earth and look great while doing so. In Gliding, a man walks into frame with Le Pliage Signature model and bends to slide it across an ice rink, as if it were a curling stone. In Abstract Dance, a group of people (all dressed and color-blocked in Longchamp’s ready-to-wear FW 2021 collection) do interpretive choreography, each while holding Le Pliage which becomes more like a dancing partner. In a clear demonstration of the brand’s overarching Parisian Spirit, Croissant compares the folding of Le Pliage to the folding of a croissant.