When Yvonne Roe and Sandra Planeta first met in Hong Kong in 1996 while working at Shanghai Tang, they had no idea that they were marking the start of a long creative partnership. About five years ago, Roe—who lives in Italy—and Planeta—who lives in Sweden—teamed up to create a timeless, impeccably made bag that will carry women through their days and their lives. Enter LŪRA, the pair’s brand, launching today, which aims to create a beautiful, ethical, and sustainible product. The made-to-order bags are a direct result of feeling underrepresented as a consumer. “I had always had this collection of bags, but I was always looking for the perfect bag,” Roe says. “I was always looking for something that I desired but that was also an answer to my lifestyle: Bags that were beautiful, but also functional, that could follow you throughout your day in whatever thousands of different appointments, whether it’s work, or family, or travel.”
This brief clearly attracts an audience, as evidenced by their trunk shows. “When these women get together, it ends up being quite a joyous occasion, because women are not only networking with other women, but more importantly, we found that there was a personal connection between these women. It’s like meeting an old friend,” Roe says. What connects the LŪRA consumer defies categorization. “I think it’s much more of an attitude,” Planeta says. The brand’s launch comes at a fortuitous moment in fashion where the label-less “quiet luxury” is at its peak. While Roe and Planeta consider it kismet, it also plays into the challenge of marketing a bag that is meant to last a lifetime, not a trend cycle. “To do something pretty is easy,” Planeta says. “To do something that you’re going to have for 10 years, you’re going to have to study that piece in a different way. To do something that is long lasting, that’s much, much more difficult, but fantastic to do.”
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