“A bag isn’t going to change the world, but the woman carrying it can,” says Strand CEO Felicity McGahan.
This month, beloved Australian handbag brand, Strand is marking Mother’s Day by celebrating remarkable women everywhere. In its recently-revealed campaign titled By Her Side, Strand has tapped a pool of muses, mentors and mums to spotlight the women behind its bags. In a first, the label welcomes Matildas star Courtnee Vine, who stars in the photoshoot alongside age-positive ambassador Nadine Bush, model and young arts ambassador Emma Kate Boyd, model and First Nations ambassador Samantha Harris, and model and entrepreneur Helena Vestergaar.
The campaign is relatively minimal, an intentional choice in order to spotlight the women behind the bags. In doing so, the brand highlights that as the Strand woman moves through the world, her bag is always by her side.
No one knows this better than Vine, who says, “Strand is a right of passage when you first start traveling … I was thrilled to be asked to appear in their campaign alongside some other amazing women.” She adds, “I’m traveling so much with our National Team right now, and you often take great luggage for granted. Strand delivers on both sides for me – practical and fun.”
As Vine helps Strand get in the spirit, the brand is helping you celebrate Mother’s Day with a range of picks to shop from Nere, Laura Jones, Evity and more. Shop the options marie claire editors are loving for mum (and ourselves) ahead of May 12, and give the gift of a “friend” to be by her side.
01
Laura Jones Embossed Shopper Bag
$59.99 at Strand
02
Evity Pia Leather Flapover Bag
$169 at Strand
03
Aya Gia Nylon Carry All Tote Bag
$59.99 at Strand
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