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.
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.
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.
"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."
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.
Chopova and Lowena founded their eponymous fashion brand in 2017, which has since accrued a cult following.
Other unique bags recently featured on Dezeen include a version of IKEA's iconic Frakta carrier bag that doubles as a pillow and a microscopic Louis Vuitton bag by MSCHF.
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