At London Vogue Week, Hellmann's and style model Chopova Lowena launched a mayonnaise-loving purse designed to take the “polarising” condiment “past the fridge”.
The Margaret bag is called after Margaret Hellmann, co-founder of the spice model Hellman's, and is dressed up with varied mayo-related equipment.
A pair of buckled straps secures a spice jar to the bag, and a Victorian-style spoon is connected by way of two small loops, surrounded by spherical silver rivets that match the over the remainder of the bag.
The egg-based condiment can be referenced within the blue allure hanging from the deal with, which mimics the look of the Hellmann cap and ribbon featured on the label.
The bag is predicated on Chopova Lowena's Sofia bag, which in flip was impressed by the numerous specialised compartments and pockets present in classic journey containers.
The Sofia bag has taken this idea and tailored it right into a “childhood survival equipment”, with varied necessities together with a comb, pen and carabiner mounted on the skin by way of varied pockets, buckles and clips.
“We needed to develop this and create extra baggage with totally different themes,” Chopova Lowena founders Emma Chopova and Laura Lowena informed Dezeen.
“Our analysis for the Margaret Bag began with vintage spoons, we love the intricacy of their design and needed to include a product to pair them with, and albeit, we love mayo!”
“We didn't wish to make a brand new product,” the duo added. “We needed a cool bag that you simply'd wish to carry that occurred to have a ridiculous operate.”
“It's bizarre and funky. One factor we love about maya is how polarizing it’s, so I feel that would be the response to the bag as nicely. Once you find it irresistible, you find it irresistible – and we find it irresistible.”
Later this 12 months, the Margaret bag will probably be available for purchase by way of style retailer Dover Road Market. A jar of Hellman's Mayonnaise will probably be included along with your buy.
“The ambition of the partnership is to construct viewers connections with Hellmann's past the fridge, cementing it in high-impact cultural moments,” the corporate mentioned.
Chopova and Lowena based their eponymous style model in 2017, which has since amassed a cult following.
Different distinctive baggage not too long ago featured on Dezeen embrace a model of IKEA's iconic Frakta bag that doubles as a pillow and a microscopic Louis Vuitton bag from MSCHF.