At London Fashion Week, Hellmann's and fashion brand Chopova Lowena launched a handbag for mayonnaise lovers, designed to take the "polarising" condiment "beyond the fridge".
The Margaret bag is named after Margaret Hellmann, co-founder of condiment brand Hellman's, and is bedecked with various mayo-related accessories.
The Margaret bag was released at London Fashion Week 2024
A pair of buckled straps secure a jar of the condiment to the bag and a Victorian-style spoon is attached via two small loops, surrounded by round silver rivets that match the hardware across the rest of the bag.
The egg-based condiment is also referenced in the blue charm hanging from the handle that mimics the appearance of the Hellmann's lid and the ribbon featured on the label. It takes cues from another bag by Chopova Lowena
The bag is based on Chopova Lowena's Sofia bag, which in turn was inspired by the many specialised compartments and pockets found in vintage travel cases.
The Sofia bag took this concept and adapted it into a "girlhood survival kit", with various essentials including a comb, pen and carabiner mounted on the outside via different pockets, buckles and clips.
Models wearing the bag were styled with spoons in their hair
"We wanted to develop on this and create more bags with different themes," Chopova Lowena founders Emma Chopova and Laura Lowena told Dezeen.
"Our research for the Margaret Bag began with antique spoons, we love the int...