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I’m often asked how each bag or accessory comes about… what's my inspiration and the journey from those early lightbulb moments to the end result? It’s behind-the-scenes questions like these that prompted us to introduce a new story concept – giving each piece the narrative it deserves. First up: The Story Behind The Beach Bag.

Truth be told, it was a happy accident. For years, we've been tweaking and fine tuning the tote, with perfection in mind. But crafting another generic all-leather tote went against our London Velvet instinct – just not unique enough to stand out from the crowd.

Then fate intervened. We were collaborating with luxury travel company, Joro Experiences (known for organising the most extraordinary far-flung adventures), who asked for a beach bag to be crafted in canvas for a super-luxe birthday celebration on a private island off Panama.

I rose to the challenge, with just six weeks to conjure up this bag from concept to 25 pieces. Yikes.

Following an all-nighter of brainstorming, studying trends and sussing out how to stay true to the brand aesthetically, I had a plan. We would take the canvas from our specially re-designed bottle bag, essentially building a beach bag version of the piece that would pair beautifully. The ambition was that it be an item people really wanted as opposed to one simply brought out annually for a holiday, then shoved back into the cupboard for another year.  

What’s more, the Panama aspect raised the hat question – the beach bag needed a hat slot. I’d recently managed to leave a beloved number on the train, so was thrilled once we’d dreamt up a nifty slot between the two straps. 

We then set to work on ensuring the bag’s interior was spacious enough to fling everything in, and still be able to fish it out, while also adding a protective zipper pocket to keep sand out and valuables firmly in. Small straps are a bugbear of mine when trying to squeeze a tote over thick jumpers or a jacket, so we ensured these were long enough to avoid delayering. 

I’ve loved watching the bag develop – well beyond the beach. So many of you now use them for remote working (ideal for carrying laptops), for hand luggage, for overnight stays and even as chic baby bags. Our latest improvements include sturdier handles, a waterproof lining, and a full zip across the top to keep belongings in and unwanted mitts out.

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The Story Behind The Beach Bag

The Story Behind The Beach Bag

So many of you ask how each piece comes about, what's my inspiration, how do I start and get to the end result. This leads us to introduce a new concept of stories behind things. So first up is the...

Read more
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