Creating the Anti ”It” bag

Formerly at Mulberry where he was creator of ”it” bags, Stuart Vevers is now Creative Director of Spanish luxury accessories brand LOEWE which is owned by the LVMH Group. He is reviving the brand by utilizing simplicity over bling and functionality over flash.

One of his newest creations: a leather version of an ordinary brown paper grocery bag for about $1,045. He’s making a point of using the same bag shapes season after season—the opposite of “it” bags’ short fashion cycle. And he’s made sure that Loewe bags are lightweight, under two pounds. “It’s kind of taking the bag back to its purest functionality,” Mr. Vevers says. For Loewe, Mr. Vevers decided he wanted to strip the bag down. “Luxury was becoming a word that was so overused” . The brand has recently been re-launched in the US, where it hasn’t been sold in 10 years.

from WSJ Europe