If there’s one thing the fash pack is constantly on the hunt for, it’s the new handbag. Brands like Cult Gaia, Mansur Gavriel and Okhtein have all found immense success in recent years and now, Amsterdam-based brand Wandler is making its mark. Stocked for the first time in the Middle East at Boutique 1, the brand is setting its sights on the region (and beyond). We caught up exclusively with the brand’s Founder, Elza Wandler, to find out more about the brand’s ethos and what we can expect next…
The brand is pretty new — what gap in the market did you see that you wanted to fill?
Yes it’s super fresh! Wandler is a mix between uber-feminine and clean, androgynous shapes and features a unique use of colours which are created from scratch by our Italian manufacturer.
Personally, I’m not attracted to the super clean, but equally I don’t gravitate towards a total over-the-top look. However, the mix of these two is what excites me and I don’t feel like you see that a lot in fashion today.
What is the design ethos behind the brand?
Never compromise on quality and keep designs elegant yet fun.
What would you say is the brand’s signature element?
The dynamic use of bright colours and colour combinations with unexpected shapes.
I looked on the website ahead of our chat and all the bags, except one, were sold out. The response has obviously been positive…
Yes, it’s been amazing so far! I’m super happy that a lot of women feel drawn to the Wandler bags. This is something you can only dream of.
Why was the Middle East an important market for you to launch in?
I think the Middle Eastern woman is a very sophisticated woman, yet she is fun and dares to explore with accessoires and bright colours. It’s the perfect match for Wandler!
What response have you had so far from the region?
So far so good. We’ve had some amazing women tagging us on Instagram in Dubai. I think there is an appetite for a Wandler bag in the Middle East.
Which styles do you think will resonate best with the clientele here?
I think the smaller bags like the Hortensia Mini or the Anna belt bag in bright colours.
What was the inspiration behind this collection that’s in Boutique 1?
The collection was inspired by the colour palette of Imi Knoebel, an artist who is known for mixing and layering colours in the same tone. All bags are named after my loved ones and they fit their spirits.
Are there any plans to expand the business beyond handbags?
You never know, the future is open!
What’s next for the brand?
For the upcoming season we will be expanding with a wider assortment of handbags. We have some super exciting shapes and colours coming up!
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Wandler is now available to shop in Boutique 1 in Mall of the Emirates and Boutique1.com.
