Longchamp's foldable, expandable "Pliage" bag entered the space race over a decade and a half ago, and it has since become a must-have for the chic traveler who's done a bit of shopping along the way and needs to tote her loot home. That success has apparently led to a few more knockoffs than Longchamp's lawyers would like.
This Longchamp ad from today's WWD is further evidence that the trade dress trendlet Counterfeit Chic spotted some time ago is gathering momentum. Sure, we've seen admonitory advertising about intellectual property before -- Chanel, Joseph Abboud, even Little Tree air fresheners -- but they've focused on trademarks, not trade dress.
All in all, a revealing use of (ad) space.
UPDATE: According to the Longchamp website, the "Pliage" bag -- actually, one of a series of similar designs in the Longchamp "Pliage" line -- is also the subject of a U.S. design patent.