To mark the launch of Le Pliage® Green, the new, sustainable version of the iconic foldable bag made from recycled nylon canvas, Longchamp has partnered with Marie Papillon, the French multifaceted talent, who has created three short videos to express the different dimensions of the bag: sustainability, adaptability and uniqueness through personalization.
This is the first time the actress and film director has collaborated with a French luxury house, and Longchamp gave her complete freedom to create her personal take on Le Pliage® Green. The resulting stories, scripted and filmed by Marie Papillon, are full of the self-deprecating, off-beat humour that has garnered her more than 330,000 followers on Instagram.
In the first story, filmed outside Longchamp’s Paris flagship on rue Saint-Honoré, Marie Papillon comes across one of the pink recycling bins which Longchamp is using to publicise the launch of Le Pliage® Green. Inevitably, her curiosity gets the better of her… Without divulging all the details, let’s just say she’s lucky Anthony, the store manager, steps in to rescue her!
In the second video, filmed in a Parisian apartment, she attempts to get to grips with the foldability of Le Pliage® Green. Her struggles are observed rather sceptically by Bibi, her little dog, who turns out to be the real star…
In the final story, Marie Papillon takes a trip to Longchamp’s historic workshop in Segré, where Artistic Director Sophie Delafontaine guides her through the process of making her personal Le Pliage® Green. Needless to say, things do not go smoothly, but Dodo – her very close friend to whom she gifts the bag – is delighted with it, though not entirely convinced it was all her own work!
What is evident from the videos is how the energy, authenticity and joie de vivre of Marie Papillon resonate with the values of Longchamp – as is the instant bond she formed with Sophie Delafontaine, who says: “It was an absolute delight to work with Marie. We had so much fun, but there was always a serious side too. Marie is a true perfectionist, and she was fascinated to discover at first hand Longchamp’s savoir-faire, attention to detail and focus on sustainability issues.”
Le Pliage® Green was launched worldwide last July 20, 2021, with Marie Papillon’s stories released shortly afterwards on Instagram, and subsequently on Longchamp’s social networks.
Longchamp is exclusively available at Rustan’s Makati, Rustan’s Shangri-La, Rustan’s Cebu, Greenbelt 5 and Rustans.com