Making a cultural impact, having a unique look and representing a way of life – these three factors can turn a fashion accessory from an item into an icon. One bag that checks all three boxes? Step forward Max Mara's Whitney Bag. We're all. over. it.
Ever since its launch in 2015, the bag has been seen on the arms of former ELLE cover stars Karlie Kloss and Amy Adams as well as Scandal's Bellamy Young. So how did one bag become so much more than a fashion accessory? Let's break it down...
The cultural clout
The Whitney Bag is a collaboration between two creative forces: Max Mara and architect Renzo Piano's Building Workshop, the designers behind the now-iconic Whitney Museum of American Art. Inspired by the museum, unveiled in the creative epicentre of 'new' New York's Meatpacking District in 2015, the Italian powerhouses have created a bag inspired by the museum's pure design and geometry. Made in Italy with traditional craftsmanship and industrial innovation, the leather bag is the product of hours of production.
The unique look
To set the Whitney Bag apart from the rest, the design needed to be unique. To achieve this, Renzo Piano's Building Workshop worked with a team of stylists for the first (and maybe only) time, resulting in a must-have bag steeped in Max Mara's history. Each season, the bag is reimagined in different colours and leathers to keep it covetable season after season. The devil is really in the detail, with elegant lines, quality leathers and cult details like the snap-hook shoulder strap making the Whitney Bag the cool-girl tote of every season.
The Whitney Bag was first released in a limited edition powder blue, reminiscent of the Whitney Museum's elegant façade, and has evolved into a full range of colours, like marine blue brush strokes and bold red, with a contrasting interior dye that aims to surprise every time you reach into your bag. It's three sizes also make a beautiful item pragmatic, no matter your daily routine.
The modern attitude
Utilitarian luxury is the concept behind the Whitney Bag, reflected in the design, proportions and materials for this stylish carry-all. The mood mirrors Max Mara's style DNA, blending elegance with essentiality and aesthetics with performance. This is what makes the Whitney Bag so popular with the style set. The bag represents the multifaceted modern woman, allowing her to face life with no fuss or frills, just effortless sophistication and functionality.
It's no wonder the Whitney Bag is cherished by today's international style icons. That includes the trend-setting Hadid sisters, who have turned the Whitney Bag into an emblem of urban chic for their millions of global followers. First came Gigi, then came Bella, who's been shot by Steven Meisel for the new Max Mara ad campaign. The image? Fresh, polished and unique… just like the Whitney.