BAGS WITH A PURPOSE
A bag on a mission
We are standing on the verge of an ecological revolution. Trash is transformed into precious matter, having a deeper meaning that goes beyond the mere surface. New inspiration can be created via the multifunctionality of one design instead of a growing mountain of matter. The Purpose-themed autumn of Lovia will be launched starting from August. A selection of complementing strap- and handle options will be brought to the webshop as well as the Helsinki Concept Showroom, creating new purposes and inspiration to the designs with colours and functions.
Photographer and societal influencer Meeri Koutaniemi debuts as a model in the autumn images of Lovia.
Design can have societal responsibility. With our decisions, we are all influencers of our own lives, and we have the opportunity to take a stand through aware choices. A single bag by itself can’t change the world, but together many treasures create an impact.
This autumn Lovia focuses on furthering sustainable thinking especially through highlighting multifunctionality; increased versatility of a bag can limit the need to consume more. Adapting to many different needs has always been an important aspect of Lovia design, but now it is pushed to the next level. Alongside new bag designs our classics have been revamped by adding new functions. Different interchangeable straps and handles generate a creative play on functionality; you can wear it as a beltbag and easily switch into a crossbody style with the adjustment of the strap of add a handle to again transform your bag. New inspiration can be found with low effort, and most importantly, without a new purchase. This way one bag has the chance for a long life as a dear friend, adjusting to the changing needs of its wearer. For once, a true love story can be found by playing the handle-Tinder.
Meeri Koutaniemi transforms into a soulful modern Loviatar, a strong female character from Nordic mythology, in the landscape of the Akseli Gallen-Kallela museum. This is her debut as a model for a fashion shoot. Her courage, social message and respect towards nature represent the values, that inspire Lovia on a daily basis. These carrying thoughts link to the wider theme of the autumn, valuing purposeful and sustainable consumption. It’s time for us to love and care for what we already have.