London Fashion Week’s wildest accessory is a Hellmann’s mayonnaise bag

By James Herring on Wednesday, September 18, 2024

London Fashion Week’s wildest new accessory is a Hellmann’s mayonnaise bag thanks to Emma Chopova and Laura Lowena-Irons.

The design duo in charge of Chopova Lowena, with ad agency Ogilvy UK, created a snow-white shoulder bag with a fresh jar of mayo strapped to it.

The bonkers bag comes complete with a unique holder for a jar of Hellmann’s mayo, a Victorian silver spoon and an antique-style blue lid charm.

The fashion brand posted ‘The bag also honours another female pioneer Margaret Hellmann, who masterminded the rich and creamy recipe back in 1913. In the 111 years since, Hellmann’s has been a barbecue, picnic, and party staple—and now it’s making its runway debut with this delicious accessory.’