Fred & Farid LA, Studio Sander Plug Team on a playful spot promoting Le Pliage Re-Play bags


Fred & Farid LA, Studio Sander Plug Team on a playful spot promoting Le Pliage Re-Play bags

Fred & Farid Los Angeles have once again teamed up with Studio Sander Plug and its founder – director, photographer, visual artist and designer Sander Plug – to bring this new chapter of Longchamp’s “Ce n’est pas un sac”. This is the Le Pliage® campaign for living.

On the same upbeat track as the launch campaign made by Plug, this “Replay” film shows two joyful women as they unroll the ends of rolls of fabric to make Le Pliage Re-Play – a new upcycled bag made with the fabric remainder of Atelier Longchamp. Going a step further to reuse the rollers themselves, the duo create puppet-style characters who hold their new bags and dance with them, twirling gracefully as the group introduces the new creations.

The playful affair shown in “Replay” – one of the campaign’s two spots – is a brilliant illustration of Longchamp’s upcycling process and “Le Pliage Green”, the brand’s long-term commitment to using responsible materials. Made from the leftover recycled nylon and other surplus materials from the original Le Pliage bags, Le Pliage Re-Play bags are only available in limited quantities, making this sustainable treat even sweeter.


Customer Longchamp Sophie Delafontaine, artistic director; Marie-Laure Dubuisson, Marketing Director; Margaux Marshall Albaladejo, director of image production; Marie Coumes, visual production project manager. Agency Fred & Farid Los Angeles Fred & Farid, Creative Directors; Séverine Autret, General Manager; Chelsea Steiger, Creative Director; Ciana Alessi, writer; Agnès Bouille, producer. Production company Studio Sander Plug Sander Plug, director & photographer; Maarten Le Roy, producer; Thomas Vermeer, stylist.

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