Chopova Lowena kits out handbag with mayonnaise holder and spoon

Chopova Lowena kits out handbag with dedicated mayonnaise holder and spoon

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.

Margaret bag laid on a box — 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.

Margaret bags on white table — 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.

Model in front of wall with Margaret bag on their shoulder — 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 intricacy of their design and wanted to incorporate a product to pair them with, and honestly, we just love mayo!"

"We didn't want to make a novelty product," the duo added. "We wanted a cool bag that you would want to wear, which happens to have a ridiculous function."

"It's weird and cool. One thing we love about mayo is how polarising it is, so I think that will also be the reaction to the bag. When you love it, you love it – and we love it."

Margaret bag on a hanger — A jar of mayonnaise, a spoon and a Hellmann's charm decorate the bag

Later this year, the Margaret bag will be available for purchase via fashion concept store Dover Street Market. A jar of Hellman's mayonnaise will be included upon purchase.

"The ambition of the partnership is to build audience connections with Hellmann's beyond the fridge by cementing it into high-impact cultural moments," the company said.