Kurt Geiger London has joined forces with London’s transport network – Transport for London – to launch a new collaborative collection of bags and other accessories over the next 18 months.
The collaboration was brokered by TSBA Group, TfL’s global licensing agent.
The initial ten-piece collection focuses on some of Kurt Geiger London’s most popular styles, featuring cardholders, a cross body, a structured tote and reworked versions of the bestselling Multi Cross Body and iconic Leather Kensington bags, replacing the brand’s signature rainbow with TfL’s prominent London Underground line colours.
The collection will launch in August on kurtgeiger.com and in a number of Kurt Geiger stores including Westfield London in White City, Stratford and in Brighton, and ranges between £49 – £269.
Kurt Geiger London’s founding city has been a core part of its identity since the very beginning, with the brand stating how its ‘statement styles are underpinned by London’s vibrance and authenticity’.
“London is one of the fashion capitals of the world; the marriage of these two intrinsically London brands is a perfect way to celebrate the colour and vibrancy of our capital city,” commented Jo Edwards, head of global licensing at TSBA Group. “It has been fabulous to work with Kurt Geiger as they’ve translated the TfL brand and heritage to some of their signature products. Development is already underway for the additional collections and these will celebrate other key elements of TfL’s network through stunning product design.”
Rebecca Farrar-Hockley, Kurt Geiger’s chief creative officer, continued: “The London Underground is so recognisable that it is easy to overlook just how iconic a design icon it is – it is a key part of all our lives and I wanted to create a collection suitable for busy daily London lives, but with the Tube’s colours and symbols as the core design theme.
“Kurt Geiger is powered by London’s fast-paced and forward-facing energy, and this new collaboration with TfL is the ultimate show of that unity; a true homage to the place we call home. The London Underground connects Londoners and everyone who comes here; it is the heartbeat of our city, enabling exploration and adventure. It was therefore a true thrill to be able to connect with TfL on this collection celebrating our mutual love for our capital.”
Ellen Sankey, TfL’s brand licensing manager, added: “As two brands both born in London, it is great to see Kurt Geiger use our iconic assets in such a creative way. We both share a dedication to high quality design and through this partnership we look forward to seeing people wearing a little piece (or two) of the city wherever they may be.
“Collaborations such as this are a great example of how the TfL brand translates through quality products the very feeling of what it is to visit, to be in or be part of London.”