Longchamp launches latest Le Pliage campaign with Fred & Farid

In partnership with creative agency FRED & FARID Los Angeles, Longchamp launches the second chapter of “It is not a bag. It is Le Pliage.” with two new spots.

Advancing the central insight that Le Pliage is more than a bag, instead, it’s a concept, the campaign’s second chapter artistically celebrates two beautiful concepts: Le Pliage Cuir, made of métis leather, and Le Pliage Re-Play, a new, upcycled bag made with remaining fabric from Longchamp ateliers. 

Considering the remarkable success of the previous campaign, FRED & FARID worked again with the renowned Studio Sander Plug and its founder of the same name, an internationally-awarded film director, photographer, visual artist and designer, to bring this new chapter of “It is not a bag. It is Le Pliage.” to life. 

Set to the same upbeat track as the launch campaign, the Replay film shows two cheerful women as they unspool the ends of fabric rolls to craft Le Pliage Re-Play bags. 

Going one step further to repurpose the rolls themselves, the duo creates marionette-style figures that hold their new bags and dance around with them, twirling gracefully as the group showcases their new creations. 

In Cuir we see a young woman walking with a Le Pliage Cuir in hand as she stumbles upon a giant version of her same bag. Deciding to rest on the supple leather as if it were a luxurious couch, she nearly falls asleep, until she’s disrupted by a giant version of herself snatching up the Le Pliage Cuir, creating a never ending loop.

And the massive Le Pliage Cuir isn’t just a visual device, it was actually made exactly to scale, creating a real life giant version of the bag.  

The playful affair shown in Replay is a bright illustration of Longchamp’s upcycling process and “Le Pliage Green,” the brand’s long term commitment to using responsible materials. Crafted using the remaining recycled nylon and other excess materials from original Le Pliage bags, Le Pliage Re-Play bags are only available in limited quantities — making this sustainable treat even sweeter. 

Both Replay and Cuir are joyful celebrations of Longchamp’s rich history of authenticity and bold creativity. From the bags themselves to the spots showcasing them, this commitment to ingenuity, craftsmanship, and imagination comes as no surprise for anyone familiar with Longchamp.