London-based designers Emma Chopova and Laura Lowena hath delivered the first interesting moment from the Spring/Summer 2025 seasonal collections with their Chopova Lowena x Hellmann’s collaboration!
No longer must one worry about where to store their steadfast jar of mayonnaise – or, worse yet, think they have to cart it around in a bag that didn’t make its debut during London Fashion Week (how gauche).
Chopova Lowena has been worn by everyone from Charli XCX to Julia Fox to Rihanna, and soon, Dover Street Market London (duh) will exclusively stock a selection the brand’s new Margaret Bag. It comes complete with buckled fasteners for a cache of Hellmann’s mayo and a lil branded purse charm, as well as a fastener clutching a Victorian silver spoon. Paging all bourgeois brats!
This “playful partnership,” as the designers commented on Instagram, “comes from a shared passion for experimentation and creativity.” The duo also note that the collab “honours another female pioneer Margaret Hellmann, who masterminded the rich and creamy recipe back in 1913.”
Additionally, it signals a shift even further into the terrain first explored by high fashion labels partnering with pedestrian brands like Crocs; and it is perhaps the most elegant expression of an industry player’s attempt to take the money and run with the idea of cultivating kitschy cool. Instead of a company with an existing product swooping in to say “make this work with your house codes, Balenciaga,” here Hellmann’s has opted to allow these two talents to do what they do best: Design.
From getting a bag to bags getting glow ups, SS25 is shaping up to be the season of peak novelty accessories. See the rest of our picks after the jump!
Simone Rocha showcased purses crafted from a spray of tulle in her dance-themed Spring/Summer 2025 collection. Jumbo or petite, it’s Black Swan drama turned up to eleven.
Just as showy but in a more literal way, Ashley Williams’ collection—inspired by Sailor Moon and the trappings of girlhood—featured a few “playing dress-up purses” splashed cartoonish motifs and embellished with princess pink hardware.
And earlier in the month in New York, Luar brought a business-meets-pleasure vibe to looks like a floor-length knit dress with the accessorization of outsized leather portfolios.
For her latest show held in Manhattan’s East Village, Collina Strada creative director Hillary Taymour popped a pooch in one slouchy shoulder bag…
But the show’s pièce de résistance had to be the Green Lady of Brooklyn, Elizabeth Sweetheart, tenderly carrying a purse resembling a lizard.
Neil Grotzinger, the designer behind NYC-based brand NIHL, took cues from the club scene and created an elegant evening bag accentuated with a VIP-line inspired handle. Sure to be imminently ordained as the next It Bag of the Dolls contingent, nothing says “I like a good time” quote like a velvet rope-topped tote.
As the fashion month calendar now moves on through Milan and Paris, there’s no telling what we’re in for. Will we finally see a clutch worthy of Beyoncé’s hot sauce? Perhaps someone will craft a purse with a sculptural silhouette befitting a Sriracha bottle. We’ll just have to wait and see.
OMG, why not wear it? is our column for fashion lovers who are up for anything. It is an inspiration point, a place for dreaming, and a discussion of beauty, weirdness, and thought-provoking design moments as forms of connection. Written by Odessa Paloma Parker (@odessapaloma)
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