Longchamp's iconic Le Pliage bag turns 20 this year and to celebrate, it is the star of the show of the label's a/w 2014 ad campaign - along with Alexa Chung, who reprises her role as face of the brand for a second season.
The shoot, which took place at the Château des Ormes - a 'jewel of French 18th century architecture' on the banks of the River Vienne near Tours - is all about underlining the design's heritage in the context of modern-day cool.
As if all of that wasn't amazing enough, there's an adorable Jack Russell puppy making his modelling debut in the mix. (Squeal.)
A special video, Longchamp Heritage with a Twist, will be unveiled on 9 September. Directed by Jean-François Julian and starring Alexa Chung in a series of Alice in Wonderland scenarios, it's one not to be missed.