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Akris Arm Candy

Fashion News
With Create Your Aidentity, there are more than 30,000 possible color combinations you can create.

By Jessica Mehalic Lucas

Swiss fashion house Akris is known for understated luxury and architectural elegance, attributes celebrated in the brand’s iconic Ai bag. From now through December, clients are invited to customize the trapezoidal favorite with the “Create Your Aidentity” campaign at boutiques worldwide. Choose from three sizes and 17 luscious hues to create a color-blocked eye-catcher or monochromatic statement piece.

“The Japanese meaning of ‘Ai’ is ‘love’ and with this in mind, we wanted to celebrate our customers’ love of the Ai bag and give them the opportunity to create their own in Akris’s first ever customization service,” says Peter Herink, Akris Chief Executive Officer, The Americas. The Ai was the first bag designed by Creative Director Albert Kriemler, who joined the family business in 1980 and catapulted the brand to high fashion acclaim with his minimalistic designs, couture-quality materials and exquisite craftsmanship. His grandmother Alice Kriemler-Schoch started the company in St. Gallen, Switzerland in 1922 by selling polka-dot aprons.

Today, you can create your perfect Ai bag in a matter of minutes. Select the size of your messenger bag (Little Ai, Small Ai or Medium Ai), then the colors of the luxurious cervocalf leather—the rainbow palette ranges from sunny yellow to vibrant rose to deep ocean blue. Customize the handle (17 options are available, including two in python), as well as the metal details and closures (choose from silver, bronze and graphite). Finally, add your initials to the interior so this bag is unquestionably yours.

“This initiative allows the customers to get involved in the design process and truly appreciate the versatility of the Ai, which can be worn in three different styles: as a shopper, as a folded trapezoid tote or as the signature messenger,” says Herink. “ It’s a perfect representation of the Akris DNA—combining high fashion, great looks and unmatched functionality.” Once you’ve made your selection, allow six to eight weeks for your vision to be realized.

While you’re in the boutique, check out Fall’s African-inspired collection, featuring streamlined shapes in fiery hues and bold animal prints. Pieces from Resort will also be available from mid-November on. Kriemler, who recently received the Museum at FIT Couture Council’s Award for Artistry of Fashion, created equestrian-themed photo prints and color-blocked jockey tops, as well as reversible cashmere coats.


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