IN films and fashion, the surest signifier of a celebrity status is being known by just one name: Marilyn, Audrey, Twiggy, Kate.
The same might ring true of bags and since its launch in 1993, Longchamp’s Le Pliage has indisputably attained celebrity status.
The brand extols its bag as being unanimously loved by people across ages, genders and nationalities. What other bag can claim such universal appeal?
What makes Le Pliage Green 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 that its global communications and marketing director Marie-Laure Dubuisson 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.
The Le Pliage Green 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 glamorous way of symbolising 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.