“It Is Not A Bag. It Is Le Pliage®”

Longchamp Unveils A New Le Pliage® Campaign And A New Recycled Nylon Bag: Le Pliage® Green.

In films and fashion, the surest signifier of celebrity is being known by just one name: Marilyn, Audrey, Twiggy, Kate. The same is true of bags – and, since its launch in 1993, Longchamp’s Le Pliage® has indisputably attained celebrity status. For what other bag can claim to be so unanimously loved by people across ages, genders and nationalities? What other bag can claim such a universal appeal?

What makes Le Pliage® Green so unique?

Universal. Colourful. Versatile. Customisable. The bag that has been more than a bag, is also now something else – sustainable. Le Pliage®’s new campaign coincides with the launch of Le Pliage® Green and represents the culmination of Longchamp efforts to source sustainable alternatives to its durable nylon canvas. In 2019 and 2020, Longchamp introduced sustainable fabrics like recycled polyester canvas and ECONYL®-certified recycled polyamide (nylon) canvas in its My Pliage® Signature and Green District lines, respectively. Today Le Pliage® Green is the first Le Pliage® made with recycled nylon, marking the start of Longchamp’s transition to using this responsible material throughout the entire Le Pliage® collection by 2022.

It is a significant commitment, which Marie-Laure Dubuisson, Global Communications & Marketing Director, describes as “an evolution, rather than a revolution”, pointing out that Le Pliage®, like Longchamp as a whole, has always been the antithesis of “fast fashion” – made to last, in terms of both quality and design.

Le Pliage® Green has its own campaign

Now Le Pliage® is reintroducing itself with a new advertising campaign which – through a series of short videos – explores the multiple facets of its enduring influence. The tone is resolutely tongue-in-cheek, for Le Pliage® has never lacked a sense of humour.

The short video dedicated to Le Pliage® Green within the campaign shows an elegant woman picking up a discarded red plastic bottle and putting it in a pink recycling bin – a glamourous way of symbolizing the importance of recycling so that waste may be repurposed.

The new more sustainable Le Pliage® comes in an array of best-selling silhouettes and four nature-inspired colours: Forest, Ocean, Earth and limited-edition Snow. It is distinguished from the original by discreet details, including tonal “Russian leather” trim and an embroidered Longchamp racehorse logo, while its famous “ears”, at each end of the zip closure, feature light green edges.
The new Le Pliage® advertising campaign will debut on social media and longchamp.com on 20 July 2021. Le Pliage® Green launches worldwide on the same day, supported by pop-ups in select boutiques and window displays across all retail locations.