Luxury handbag label unveils a creative new approach ahead of its 25th anniversary
New York-based luxury handbag brand MZ Wallace is launching its first-ever brand campaign, spotlighting its signature Metro tote in a playful, creative manner. The campaign, unveiled on Monday, features a collaboration between British artist David Shrigley, known for his witty illustrations, and Swiss photographer Raymond Meier, whose surreal photography complements Shrigley’s work.
Presented in a diptych format, each advertisement pairs a Shrigley drawing with a Meier photograph, creating a visually engaging experience. The campaign will roll out gradually throughout the year across digital and print media, as well as on MZ Wallace’s internal platforms and outdoor placements.
Monica Zwirner and Lucy Wallace Eustice founded MZ Wallace in 2000, gaining recognition for their lightweight, functional, and stylish bags. The new campaign is part of their preparation for the brand’s 25th anniversary next year. “We’ve never done a campaign like this before,” Zwirner said during a Zoom interview, noting its creative and thought-provoking nature. “It’s potentially confusing but also inspiring.”
Shrigley and Meier’s work aligns with MZ Wallace’s ethos of simplicity and functionality, Zwirner explained, adding that Meier’s interpretations add a surreal twist to the brand’s image. All campaign images focus on the Metro tote, introduced by the brand in 2007. The bag, priced between $195 and $285, has become an iconic piece for MZ Wallace, noted for its durability and timeless design.
Creative director Dennis Freedman, who has worked with W Magazine and Barneys New York, played a key role in shaping the campaign. “Monica and Lucy made a bold decision for their first campaign, bringing in two independent creatives to tell their story,” Freedman said. “They’ve created a true dialogue between Shrigley’s drawings and Meier’s photographs.”
The campaign kicks off with a takeover of Boston’s Copley Square station in conjunction with the brand’s Boston pop-up. Additional ads will appear nationally in print and digital formats, as well as in MZ Wallace’s stores in New York and Chicago. Throughout the year, the campaign will continue with various installments.
MZ Wallace, a B Corp-certified company, is largely direct-to-consumer, with around 60% of its sales coming from this channel. The company, which has collaborated with artists through its MZ Wallace Gives Back program, also sells through retailers such as Neiman Marcus, Saks Fifth Avenue, Nordstrom, and Equinox.
Additionally, MZ Wallace is working with dancers from The New York City Ballet to customize products for their needs, with a percentage of sales going to Ballet Tech, a non-profit organization supporting New York City public school children’s exposure to dance.
