During London Fashion Week, the brand Chopova Lowena revealed its Chuckaboo spring/summer 2025 line, which includes frilly dresses, colorful leggings – and a handbag designed to hold a jar of Hellmann’s mayonnaise.
Agency Ogilvy UK collaborated with the designer to create the Margaret bag, named for Hellmann’s cofounder Margaret Hellmann. Inspired by Chopova Lowena’s popular Sofia bag — which has spots to hold a comb, keys, and a pen — the white leather bag is decorated with a charm modeled after a vintage Hellmann’s lid and has external buckles that can be used to secure a jar and spoon.
The limited-edition bag will be available to purchase at Dover Street Market London later this year.
Ogilvy UK supported the reveal with out-of-home, social, influencer, and PR activity focusing on Britain’s leading fashion and culture magazines. British Vogue listed it as one of “the most viral moments of LFW.”
Mayo, but make it fashion
“The ambition of the partnership with Chopova Lovena is to keep connecting our brand with younger people, tapping into unexpected passion areas and positioning Hellmann’s as a modern, playful, and culturally relevant brand that speaks to the zeitgeist,” Hellmann’s global senior manager João Ricardo Brum told ADWEEK.
The collaboration was inspired by a spike in interest in dinner parties, with a 6000% increase in searches for the term on Pinterest and viral content offering Gen Z suggestions on how to bring their own condiments.
“We didn’t want to make a novelty product,” Chopova Lowena founders and creative directors Emma Chopova and Laura Lowena said in a statement. “We wanted a cool bag that you would want to wear, which happens to have a ridiculous function.”
As the category leader and a fridge staple, Hellmann’s is constantly looking for ways to remain relevant and exciting, Brum said. Last month, the brand launched the first mayo-inspired fragrance with Tennessee Titans quarterback Will Levis, who had gone viral on TikTok for putting the condiment in his coffee.
CREDITS
Unilever
Global vice president Hellmann’s & dressings: Pete Harbour
Global brand director – Hellmann’s: Martin Bareau
Senior global marketing manager Hellmann’s: João Ricardo Brum
Global assistant brand manager Hellmann’s: Storm Kodde
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