“It is not a bag. It is Le Pliage.” The first-ever campaign for Longchamp’s iconic carryall.
Initially debuted in 1993 as a perfect fusion of fashion and function, Le Pliage instantly skyrocketed to fame and garnered a global, cult-status following. 24 years later, this campaign expounded upon the ways in which Le Pliage is not just a bag. It is a thing unto itself.
Le Pliage identity crisis! We wrapped up the campaign with three films, aptly titled “Am I Not A Bag?”
Agency: FRED & FARID Los Angeles
Production: Studio Sander Plug
Director: Sander Plug
Producer: Maarten Le Roy