Function often drives architecture, while fashion accessories put aesthetics first. As a trained architect designing handbags, what’s your take on this?

We didn’t want to make a bag too focused on fashion trends but more on practicality. But being functional doesn’t mean you have to be boring. I believe that, for fashion, minimal and timeless elegance is always on-trend. So we intended to design a classic bag that focuses on function, meaning it’s flexible and works for different occasions. That’s how I adapted the logic behind architecture to fashion. My bags are designed to solve everyday challenges.

Why did you choose to transition to the fashion business?

As an architecture student, we learned to compromise between beauty and functionality. But at Kingston University London, I learned a philosophy of product design—a design that logically concerns on function. Therefore, as a product designer, I develop design by functionality. I also see Allure as a functional objects that you can use every day, really a fashion thing that comes and goes. I felt other bags were not designed with that in mind, and that I could solve the problems women face using them. The Allure bag is designed to adapt itself to the different needs women face throughout their day, literally changing its shape if need be. I wanted a simple, elegant solution to this challenge, but it actually takes a long time to develop that kind of design.

What is the uniqueness of the Allure brand?

We started by looking at common complaints women have about their handbags. The problem of weight came to my mind. No one wants to carry a heavy bag. So I designed this bag to be as light as possible, removing almost all the metal hardware and replacing it with leather knots. With leather straps and knots, the bag’s shape also becomes more adjustable. You can change the knots around and it’s like getting a new bag. That allows you to use the bag for every occasion, no matter the purpose or the style of the event.

Are you applying this approach to other products you’ve designed?

I won a DEmark award with an elephant made of wooden blocks, which was my way of telling the story of illegal ivory trade, and its effect on elephant populations. It’s another illustration of narrative product design concept that i adapt with Allure design. Moreover, we also have the PRIMM bag in our collection. I felt like there isn’t a good, all-round bag designed for overseas travel. I wanted something with hidden storage for money or a passport. That’s why PRIMM has a leather flap covering it—no more getting pickpocketed on your holiday.

How do you see the future of your bag?

Lightweight, functional, good-quality bags with a simple, classic design is what working women are looking for. But I think it appeals to a younger market, too. We did quite well on our previous collection, selling in both online and physical stores. Our current plan is to expand internationally. We’ve already started raising awareness for the brand in Singapore and Malaysia. We also want to offer a wider range of designs, but always in keeping with our design philosophy.

Brought to you by