Hellmann’s High-Fashion Handbag Comes With A Pocket For Your Mayonnaise
Images via Chopova Lowena
For London Fashion Week, Hellmann’s and avant-garde fashion label Chopova Lowena got together and whipped up some condiment couture—a handbag designed to carry mayonnaise.
The white ‘Margaret’ bag, named after Hellmann's co-founder Margaret Hellmann, features specially crafted compartments to snugly fit a jar of Hellmann's mayo and a Victorian-style spoon. Spearheaded by advertising agency Ogilvy UK, the style adds a touch of vintage flair with a nostalgic lid charm.
The creative forces behind this collaboration, Emma Chopova and Laura Lowena, have gained a cult following since launching Chopova Lowena in 2017 with their eclectic mix of Bulgarian folk inspiration and contemporary sportswear aesthetics. The ‘Margaret’ bag draws inspiration from their popular ‘Sofia’ bag, reimagining it as a stylish carrier for condiments.
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“The opportunity to bring an iconic brand into the cultural zeitgeist in this way is very unique and unmissable for any marketer. It’s certainly a special moment for Hellmann’s and another example of our bold ambition and creative might, ensuring our brand remain salient and aspirational in the minds of young consumers,” notes Unilever senior marketing manager João Ricardo Di Creddo Brum.
For those eager to get their hands on this limited-edition item, the ‘Margaret’ bag will be available at Dover Street Market London later this year.
[via Dezeen, Dazed, Creative Salon, Marketing Beat, images via Chopova Lowena]
