If the Pliage de Longchamp is not a bag, what is it?

If the Pliage de Longchamp is not a bag, what is it?
By Amelle Nebia

LE Pliage talks about itself. We often say Le Pliage without mentioning the brand. A bit like Le Carré de Hermès. So Longchamp unveils no less than nine films and a series of posters, produced and photographed by Sander Plug, director, photographer, visual artist and designer. After the launch of the "Très Paris" platform in November 2020, Fred & Farid sign the creation of this his first brand campaign for his iconic line. Created in 1993, the Pliage is recognized for its ingenuity, and its way of combining nylon and leather. It is inspired by origami, discovered through a trip to Japan in the 90s, by Philippe Cassegrain, son of the brand's founder. The signature “It is not a bag. It is Le Pliage®️” was inspired by an observation by Longchamp CEO Jean Cassegrain and artistic director Sophie Delafontaine who explains that “Le Pliage is not a bag. a concept. In short, it is a lifestyle - of adventure, movement and energy...always stylish. Le Pliage is the perfect fusion of fashion and function. But it is in no way case of a simple bag". The campaign is divided into two series of films with Le Pliage as the main character. While six films in the “It is not a bag” series suggest that Le Pliage is not a bag, the last three films in the series Am I Not A Bag? ” show Le Pliage in full introspection. In "In therapy" mode... "We are particularly proud to support Longchamp in the reinvention of Le Pliage, the iconic model that has made it so successful. It is this reinvention that the campaign reflects, both through the launch more sustainable references, and by the resolutely fresh writing, which pays tribute to the audacity of this brand.The campaign is also the result of close collaboration between our teams in Paris and Los Angeles, like the how Fred & Farid works, by organizing and making resources available, as closely as possible to the needs of our customers" explains Séverine Autret, co-president and partner of Fred & Farid Paris. At the same time, Sander Plug and Fred & Farid have developed a poster campaign around the most emblematic characteristic of Pliage: its ability to fold (sic). The line was thus photographed and printed on pieces of paper, folded precisely where a Le Pliage can actually be folded. The brand also presents an innovation: Pliage Green (visible in one of the films). "The launch of Le Pliage Green represents the culmination of Longchamp's efforts to find sustainable alternatives to its highly resistant nylon canvas. We firmly believe in the future of this fiber and are committed to using only recycled canvas in all our products by 2023" explains Sophie Delafontaine, Creative Director.

Si le Pliage de Longchamp n'est pas un sacQu'est-ce alors ?