During London Fashion Week, condiment brand Hellmann’s teamed up with fashion label Chopova Lowena to introduce a handbag designed for mayonnaise aficionados, aptly named the Margaret Bag. This quirky accessory aims to take the “polarizing” condiment “beyond the fridge.”
Named after Margaret Hellmann, the co-founder of Hellmann’s, the bag features a variety of mayo-themed accessories. A pair of buckled straps secures a jar of the beloved condiment to the bag, while a Victorian-style spoon is attached by two small loops. Round silver rivets complement the bag’s hardware, adding to its unique aesthetic. The egg-based nature of mayonnaise is further referenced in the blue charm resembling the Hellmann’s lid and the ribbon on the label.
The Margaret Bag is based on Chopova Lowena’s original Sofia bag, which drew inspiration from the specialized compartments of vintage travel cases. The Sofia bag was envisioned as a “girlhood survival kit,” showcasing essentials like a comb, pen, and carabiner, all mounted externally through various pockets, buckles, and clips.
Founders Emma Chopova and Laura Lowena expressed their desire to expand on the concept: “We wanted to develop on this and create more bags with different themes.” They began their research for the Margaret Bag with antique spoons, admiring their intricate designs, and combined them with their love for mayonnaise. “We didn’t want to make a novelty product. We wanted a cool bag that you would want to wear, which happens to have a ridiculous function,” they added.
Describing the bag as “weird and cool,” the founders highlighted the polarizing nature of mayonnaise, suggesting that reactions to the bag would mirror people’s feelings about the condiment. “When you love it, you love it – and we love it,” they said.
Later this year, the Margaret Bag will be available for purchase at fashion concept store Dover Street Market, with a jar of Hellmann’s mayonnaise included with each purchase. Hellmann’s stated that the collaboration aims to deepen audience connections with the brand beyond the kitchen, embedding it into high-impact cultural moments.
Chopova Lowena, established in 2017, has garnered a dedicated following for its distinctive designs. The fashion world has recently seen other unconventional bags, including an IKEA-inspired Frakta bag that doubles as a pillow and a microscopic Louis Vuitton bag created by MSCHF.
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