Partnering with boutique creative network FRED & FARID, Longchamp, the iconic Parisian fashion house, is launching a “not a bag” ad campaign for the green twist of their most iconic line, Le Pliage.
The 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.
In fact, Le Pliage was inspired in 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 as it has become a design icon thanks to its ingenuity, and its status as the first style to pair nylon and leather handles in a chic way at a surprisingly affordable price.
This is the first campaign for this product and there is also another first, the ad is launchign the first Le Pliage line made of colorful nylon fabrics made of recycled plastic.
“It is not a bag. It is Le Pliage.” follows Longchamp’s “très Paris” campaign, which encompassed an 8-minute short film, print, and social work, which FRED & FARID also developed. I selected this video with cat inside a bag for Eastwind Marketing Creative II board when it was launched by the brand. If interested in watching this more than nice, heart warming campaign, see the link I included below at the end of this post.
There’s a third first in the campaign for this product named after the french verb plier (to fold in English) because it can be folded up and stowed away. This third first is underlining the unisex and flexible and diverse-inclusive character of the product through the casting selection, the choreographed scenes of the video and the print pieces.
It is not a bag. It is Le Pliage. seeks to reintroduce the timeless authentic original style, along with (as mentioned above) a new environmentally friendly and sustainable approach for the product, the new line Le Pliage Green, made from recycled fabric.
“The launch of Le Pliage Green represents the culmination of Longchamp’s efforts to source sustainable alternatives to its hard-wearing nylon canvas. We strongly believe in the future of this fibre and we commit ourselves to use exclusively recycled canvas in all our products by 2023”. Sophie Delafontaine, Creative Director of Longchamp underscores.
A FRED&FARID and Sander Plug collaboration
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.
To be or not to be, rising the question in films
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.
With 6 films suggesting Le Pliage is not a bag, the 3 final films show Le Pliage questioning what it really is. The tongue-in-cheek mini series is called: “Am I Not A Bag?”
Fold Le Pliage in print
Alongside the film campaign, Sander Plug and the team at FRED & FARID, developed a print campaign around the most iconic Le Pliage characteristic, it’s ability to fold. With the line photographed and printed on pieces of paper, folded precisely where a Le Pliage can be folded in real life, the print campaign is a paper demonstration / “how to” for folding Le Pliage.
Image over the headline.- A frame of the master film piece of the campaign where Le Pliage surges from a pink trush container levitating over the plastic bottles that its fabric is made of.© Longchamp/ FRED&FARID/Sander Plug.