It is not a bag. It is Le Pliage® - Hit Parade - CB News
The signature “It is not a bag. It is Le Pliage®.”developed by FRED & FARID was inspired by an observation by Longchamp CEO Jean Cassegrain and Artistic Director Sophie Delafontaine: “Le Pliage®️ is not a bag. ". It is, in short, a lifestyle - of adventure, movement and energy...always elegant. Le Pliage®️ is the perfect fusion of fashion and function. But it is by no means a simple bag.
To pay homage to him, FRED & FARID has called on the famous Studio Sander Plug and its founder (of the same name), director, photographer, visual artist and designer of international renown. Sander is known for his conceptual approach, his minimal aesthetic, his exemplary craftsmanship, but also his intelligent humor, which he has applied to creative projects for numerous luxury and fashion brands, including Hermès, Vogue, Cos and Campari.
The campaign is divided into 2 series of films in which Le Pliage® is the main character. While 6 films in the “It is not a bag” series suggest that Le Pliage® is not a bag, the last 3 films in the series “Am I Not A Bag?” show the Pliage® in full introspection.
At the same time, Sander Plug and FRED & FARID have developed a poster campaign around the most emblematic characteristic of Le Pliage®: its ability to bend. The line was thus photographed and printed on pieces of paper, folded precisely where a Le Pliage® can actually be folded.
- Prev
- Next
