The Anti-Status Luxury Bag: For This Select Few, Design, Heritage, Quality and Craft Inform Fashion Decisions
Key Highlights :
Collectors of designer bags belong to a subculture. Within this small space, individuals are well-versed on the latest releases from various luxury houses. They understand queues that determine whether a new bag will be a hit or miss. And will never think twice about showing off their latest “it” bag acquisition. In most, but not all, cases, the bag collector is more concerned about the perceived value and the status symbol that comes with their expensive purchases.
For this select few, design, heritage, quality and craft are factors that inform their fashion decisions. It’s that palpable sense of origin, identity, and timelessness draw them to quiet luxury brands like The Row, Brunello Cucinelli, Loro Piana, Fear of God, and Max Mara.
Birth Of An Emerging Luxury Bag Brand
For mas Founder and Creative Director, Marie Philippe, purpose, connection and intention are guiding principles to building an emerging investment bag brand. Experience working at The Row and Hermes has also instilled in her a deep appreciation for craft, and the “creative war” that goes into birthing investment-worthy designs.
In the mas universe, every product and process is rooted on traditional craftsmanship, unique design and attention to detail. She intimates, “Our approach is to make pillar collections that echo quiet, slow luxury. We create a few styles over time to target the conscious buyer. Our designs are not just made to last, they are also intended so that they can accompany you through stages or moments in your life. We don’t design without a reason. There can’t be purpose in quantity.”
For its maiden collection, mas released fives styles, which include cult-favorites like the Quinta and Nine to Nine bags. A luxurious duffle called Cooper was named after the founder’s soul dog. The Garden tote is a sculptural piece de resistance made for the women-on-the-go. Inspired by the fast paced life in New York, Jane St. Crossbody was made specifically for “your short jaunt from day to evening.”
Designing An Investment Bag For The Conscious Consumer
Elements that remind her of home are always infused in Marie’s designs. She elaborates, “From the start, I really wanted to bring a minimal, old-classic aesthetic and rich essence to mas’ designs. I wanted a wooden element due to its warmth, rawness, and untamed traits. It also evokes family and home.” Walnut wood, which has been mas’ distinguishing design element, also lends itself as the understated logo for craft and time-honored refinement.
Sculptural shapes and minimalist forms are trademarks of a mas bag. “Great design, more often than not, are translated through simple forms that mirror hard work,” says Marie. “I would approach the shape and form as an architect would when defining the volume of a house. The intention is to build a bag that’s an extension of our lives. Details are integrated to reflect the home away from home.”
As with any luxury bag, choice of leather and level workmanship that goes into every piece are intrinsic to the establishing value—perceived or otherwise—for every product. Leathers used by mas are ethically sources from a family-owned tannery in France. Artisans from Florence bring Marie’s designs to life. The team at mas also emphasizes: “Our collections are produced in limited quantities with utmost consideration for quality and provenance.”
Securing A Seat In A Table of Luxury Giants
Marie admits that while vision, audience, and direction are clearly defined, her fledging brand has a ways to go in terms of getting its name out alongside the big luxury players. “Fighting for a seat at the table is still our everyday challenge,” she intimates.
In a crowded space where hype, status, social media noise, and massive marketing campaigns are regarded key tools for success, it’s hard to image there being enough room for quiet luxury. Marie ponders, “As an emerging brand, and considering how crowded the market is, it’s a goal of ours to really standout by not being about the ‘fuss’ or even the ‘noise.’ The goal is certainly more about nurturing heritage. Trends won’t determine our relevance, knowledge and taste will.” And right there that’s deserves permanent spot at the head of the table.
For this select few, design, heritage, quality and craft are factors that inform their fashion decisions. These conscious consumers are turning to emerging luxury brands like mas, which offers timeless designs with traditional craftsmanship and attention to detail. With its use of walnut wood as an understated logo for craft and time-honored refinement, mas bags are made for those who appreciate the beauty of quiet luxury and understand the value of investing in quality pieces. As Marie Philippe, Founder and Creative Director of mas, puts it: “We don’t design without a reason. There can’t be purpose in quantity.”
