Handbags and mayonnaise? Among the most unexpected collaborations comes a novelty that once again unites fashion and cuisine. British-Bulgarian brand Chopova Lowena presented at London Fashion Week a bag created in collaboration with iconic mayonnaise maker Hellmann's.
Named Margaret in honor of Margaret Hellmann's, who perfected the sauce recipe in 1913, the bag echoes the Sofia shoulder model, one of the brand's most famous pieces. With an adjustable handle, logo and silver detailing, this bag boasts an outer compartment dedicated specifically to a mayonnaise jar, secured by a double buckled strap. To complete the set, above a studded pocket, we find a dedicated space for a spoon, made in perfect Victorian style, in keeping with the theme of the Spring Summer 2025 collection.
Hellmann's mayonnaise, spoon and charm are included with the purchase of the Margaret bag, available as a limited edition at Dover Street Market in London. “We didn't want to create a completely new product. We wanted a trendy bag that anyone would love to wear, but with an absurd function. It's weird and cool at the same time,” the brand's founders, Emma Chopova and Laura Lowena, explain in an interview. “One aspect we love about mayonnaise is how polarizing it is, just like the reaction our bag elicits [...] If you like it, you love it. And we love it.”
In short, like it or not, the link between fashion and cuisine continues to be token. A relationship that surprises both the industry and the public with increasingly extravagant ideas, challenging the creativity of brands. What will be the next proposal?
