Longchamp, partnering with FRED & FARID Los Angeles, launches “It is not a bag. It is Le Pliage®.” the first campaign for its most iconic line, which was originally debuted in 1993.
Partnering with boutique creative network FRED & FARID, Longchamp – the iconic Parisian fashion house – 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 rumored 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®️.”)
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 humor, which he has applied to creative work for numerous luxury and fashion brands including Hermès, Vogue, Cos, and Campari, amongst many others.