Happy Birthday To Longchamp’s Le Pliage Bag!

Alexa Chung stars in the celebratory AW14 campaign.

It’s the 20th anniversary of Longchamp’s signature Le Pliage bag and to celebrate, they’ve re-enlisted Alexa Chung for a second season to star in their AW14 ad campaign – this time with a seriously cute pup in tow.

The French megabrand sells 10 Le Pliage bags every minute worldwide, totaling an incredible 30 million since they were first designed by Philippe Cassegrain, son of Longchamp founder and CEO Jean Cassegrain, in 1993.

Tracey Emin, Jeremy Scott and Mary Katrantzou have each put their stamp on it, while past campaign faces have included Kate Moss.

The birthday events will continue well into the new season as Alexa will star in an Alice In Wonderland-themed short film called “Longchamp Heritage With a Twist.”

The news comes as the Cassegrain family announced incredible trading figures and a prediction that sales growth will double this year. Now that’s something to celebrate.

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