We were invited by Tory Burch to reimagine new ways of showcasing the Ella Bio Bag, an iconic design of the brand since 2008, through a forward-looking and environmentally conscious lens.
After immersing ourselves in the brand’s vision, values, and ongoing commitment to sustainability, we explored multiple creative scenarios to envision the future of the Ella Bio.
Our approach was guided by a desire to highlight not only the bag’s timeless silhouette, but also the innovation behind its materials.
To express this connection between nature, innovation, and design, we chose to place the bag within serene and poetic natural environments, visual odes to the bio-based origins of the material itself.
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At the heart of the Ella Bio Bag is its outer shell, crafted from BioFabbrica Bio-Tex™, a next-generation material containing 64% USDA-certified bio-based content. Manufactured in Italy and engineered using non-GMO plant protein grown in North America, the material was developed in partnership with Modern Meadow, an American biotechnology company at the forefront of sustainable material innovation.
This technological breakthrough became the conceptual foundation of our visual storytelling.
The warm brown tone of the bag contrasts gently with the softness of the clouds, creating a sense of balance between grounded natural elements and airy abstraction. The bag feels weightless, as if it belongs to a new realm where technology and nature coexist effortlessly. This design highlights the material’s advanced engineering while maintaining an organic, emotional warmth
This setting celebrates creativity, femininity, and experimentation. The bag becomes a focal point within a dreamlike world, suggesting new possibilities for sustainable materials beyond traditional expectations. The ethereal landscapes amplify the emotional side of innovation, positioning the Ella Bio as both a fashion object and a symbol of forward-thinking design.
