IN HER BAG: What’s in the bag of Irina Shayk?
The film is part of the “My life is in this bag” series, to be released on Friday at tods.com, which celebrates the luxury label’s D-Styling bag. Launched for spring 2019, this is an evolution of the label’s most iconic D-Bag — a favorite of personalities ranging from the late Lady Diana Spencer and Katie Holmes to Diane Kruger, Freida Pinto, Julianne Moore, Kate Middleton and Caroline of Monaco.
Shayk, who was seated front row at the Tod’s fall 2019 runway show, is not the only protagonist of the series, which includes short movies featuring Chinese actress Maggie Jiang; South Korean actress Jung Eun-Chae, and Japanese model and actress Nana Eikura.
They were each filmed in a limo crossing the city of Milan while revealing the content of their D-Styling bag — from Shayk’s multiple candy boxes to Eun-Chae’s little bag filled with lavender and Jiang’s thermos cup. The videos are available in a 90-second version.
The “My life is in this bag” project highlights the company’s strategy aimed at incrementing its digital presence and at the same time attracting new customers with a renovated product offering.
Earlier this month, commenting 2018 financial results, chief executive officer Umberto Macchi di Cellere said the company was working on “catching” Millennials’ and Asians’ spending power, developing marketing initiatives and the collections, as well as boosting visibility on social media.
At the end of last year, the brand unveiled the Tod’s Factory project, a mix of capsule collections and limited editions to be developed with different creative minds. The initiative kicked off with a capsule, including nine shoe style and seven ready-to-wear pieces, designed by Alessandro Dell’Acqua.