LONGCHAMP: Re-Play

In partnership with creative agency FRED & FARID Los Angeles, Longchamp launches the second chapter of “It is not a bag. It is Le Pliage®️.” with two new spots. Advancing the central insight that Le Pliage®️ is more than a bag — instead, it’s a concept — the campaign’s second chapter artistically celebrates two beautiful concepts: Le Pliage Cuir, made of métis leather, and Le Pliage Re-Play, a new, upcycled bag made with remaining fabric from Longchamp ateliers. Considering the remarkable success of the previous campaign, FRED & FARID worked again with the renowned Studio Sander Plug and its founder of the same name — an internationally-awarded film director, photographer, visual artist and designer — to bring this new chapter of “It is not a bag. It is Le Pliage®️.” to life. Set to the same upbeat track as the launch campaign, the “Replay” film shows two cheerful women as they unspool the ends of fabric rolls to craft Le Pliage Re-Play bags. Going one step further to repurpose the rolls themselves, the duo creates marionette-style figures that hold their new bags and dance around with them, twirling gracefully as the group showcases their new creations. In “Cuir”, we see a young woman walking with a Le Pliage Cuir in hand as she stumbles upon a giant version of her same bag. Deciding to rest on the supple leather as if it were a luxurious couch, she nearly falls asleep, until she’s disrupted by a giant version of herself snatching up the Le Pliage Cuir — creating a never ending loop. The playful affair shown in “Replay” is a bright illustration of Longchamp’s upcycling process and “Le Pliage®️ Green,” the brand’s long term commitment to using responsible materials. Crafted using the remaining recycled nylon and other excess materials from original Le Pliage®️ bags, Le Pliage Re-Play bags are only available in limited quantities — making this sustainable treat even sweeter.