FMCG brand Hellmann’s took to London Fashion Week to boast a Chopova Lowena-created handbag with a pouch specially designed to fit a jar of Hellmann’s.
The Hellmann’s collaboration with the luxury fashion brand was instigated in partnership with Ogilvy UK.
The bag which is fittingly Hellmann’s white, and made with a nod to vintage charm, also features a silver Victorian spoon within the design.
A supporting campaign will roll out across out-of-home, social, influencer and PR which is geared towards luxury fashion magazines including Dazed.
The limited edition bag will also be for sale at luxury retailer Dover Street Market London later this year.
The London-based brand Chopova Lowena has built something of a cult following, being sported by the likes of Dua Lipa, Harry Styles and Rihanna since Emma Chopova and Laura Lowena first launched the brand in 2017.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
“Hellmann’s and Chopova Lowena joining forces might not have been on your 2024 bingo card, but the purpose of both brands is inspiring people to think creatively and combining the unexpected can make something incredibly special,” Ogilvy global chief creative officer Dan Fisher said.
“Hellmann’s brings together the ingredients in your fridge to make delicious meals, while Chopova Lowena combines Bulgarian folklore with modern sportswear,” he added.
“This shared ethos is what makes this partnership too brilliant to pass up and clearly cements Hellmann’s position in today’s culture.”
Building on the brand’s viral ‘Sofia’ bag, the new bag named Margaret taps in to an increasing trend for dinner parties (in the midst of a 6000% increase in dinner party searches among Gen Z on Pinterest).
Chopova and Lowena said they “wanted to make 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.”
Unilever senior marketing manager João Brum added: “The opportunity to bring an iconic brand into the cultural zeitgeist in this way is very unique and unmissable for any marketer.”
“It’s certainly a special moment for Hellmann’s and another example of our bold ambition and creative might, ensuring our brand remain salient and aspirational in the minds of young consumers.”
Like mayonnaise? The rise of fashion collaborations
Despite being just as divisive as mayo-laden supermarket sandwiches, there’s been a huge growth in fashion collaborations appearing at this year’s London Fashion Week.
Contenders include a 22-carat gold jewellery collaboration between Gregg’s and British artist Dion Kitson (not the first time the baker has gone for a luxury feel), and a Lidl croissant shaped handbag designed in collaboration with Nik Bentl has gone viral.
