Fluevog Bags

Design & Development

Alongside footwear, I designed and developed seasonal bags for the brand John Fluevog from 2019–2025.

Each collection extended the visual language of the shoes - translating materials, colour palettes, and signature details into functional accessories that connected to the broader storytelling and themes.
Working closely with seasonal footwear collections, the bags became a natural continuation of the themes. Always balancing practicality with Fluevogs distinctive identity.
During my time leading the accessories design and development, the category grew significantly, with a 129% overall growth in the first four years of my involvement.

The Lola Bag captures how I translated Fluevog’s existing visual language into a signature accessory that immediately resonated with customers.

Designed as a large, structured leather tote, it features a custom embossed angel graphic derived from an ornate buckle used across multiple collections — bringing a recognizable brand element into a new format.

The scale was intentionally developed for everyday function, accommodating a laptop and daily essentials while maintaining a strong visual presence.

Heavy hardware detailing, including a heart-shaped lock buckle and chain accent, reinforces the brand’s alternative Victorian aesthetic, balanced with sleek lines and rich leather.

Ornate Buckle Reference

The Anna Gothic bag is a personal favourite, and is the best selling bag of the last 10 years for Fluevog - with 100% sell through at full price.

This bag also helps to evolve Fluevogs visual language into a more modern gothic look, combining utility-driven design with layered, customizable detailing.

Features Include:

Multi-scale pockets across front and side panels with buckle straps with magnetic closures, and zippers for easy access.
Integrated lipstick/lighter pocket with detachable chain
Extra long, adjustable fully grommeted crossbody strap
Rear pocket for quick-access to essentials
Added metal grommets and D-rings: designed for both function and personalization
Front card slot with glossy nylon window - balancing utility with visual character