In her day job as an MGM producer, Cassidy Lange helps others to fulfill their creative dreams. But now she’s found just the outlet for her own creativity in her namesake bag line, a contemporary collection steeped in the boho-chic vibe of her home town of Venice Beach, Calif.
This story first appeared in the February 25, 2013 issue of WWD. Subscribe Today.
Like many entrepreneurs, Lange, 31, wanted but couldn’t find just the right bag that could take her from beach neighborhood to corporate job as a senior vice president of production at MGM Studios in Beverly Hills.
“I wanted something that would fit in my office, or on my beach cruiser handlebar or in a yoga class. For me, that meant simple, classic and unadorned.”
She developed the London bag, a round pouch-style bag, devoid of hardware, with a simple leather strap laced through a loop to form an adjustable handle.
The rest plays out like a Hollywood yarn: Lange was spotted wearing her bag by Rachel McAdams while working on “The Vow.” McAdams was intrigued and asked if she could make her one.
“I really like the way it felt to have people interested in my creative work,” said Lange.
Currently, Lange’s work on “Carrie” has made Hollywood gals Chloë Grace Moretz, Gabriella Wilde and Judy Greer fans, too.
Lange has sold on Fab.com, where all 80 bags were snapped up on the first day. For fall, she’ll start wholesaling through KKS sales in New York. Other styles include a messenger and circle bags made from calf hair, lambskins, distressed leathers with a tie-dye effect and Navajo blanket styles.
First year sales are projected at $250,000, and wholesale prices range between $90 and $250.