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After collecting the final fabric swatches, the two models introduce the Le Pliage Re-Play in different colors. The large white rolls of fabric which were stripped bare, come to life. They animatedly walk, swirl, and model the handbags as whimsical, upbeat music plays.
After the models and fabric rolls join in a graceful coordinated dance, messaging begins to appear. Longchamp’s recent slogan, as of 2021, “It is not a bag,” lingers on the screen. Then, “It is Le Pliage Re-Play.”
"Making remnants attractive is no easy task," Mr. Ramey said. "Longchamp follows the classic luxury marketing playbook by branding the bags, adding a bit of whimsy, referencing sustainability and reinforcing scarcity."
The environmentally-friendly line displays classic Le Pliage traits, such as highly saturated nylon fabric and Russian leather trimming, but aesthetically, it has a longer and more rectangular silhouette.
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July 20, 2022
The star, moon and sun meet for the first time in the Allure Céleste necklace
