What the Tod's Wave bag campaign taught us
Lesson number one: individuality is a must
Tod's recruited 15 women to be a part of its Tod's Band and together, they present the Wave bag. The women are all passionate about the arts – music, film, photography and acting – and inject a little bit of their personality into the attitude of the bag.
Lizzy Jagger, Louisa Gummer, Julia Restoin Roitfeld and Langley Fox Hemingway are among the members of the charismatic Tod's Band, all of whom were photographed by Sonia Sieff (also part of the band) for a series of portraits.
The unique bag, the true star of this black-and-white campaign film, can be worn either on the shoulder or hand-carried, and we don't have to tell you about its versatility before you guess it yourself. More than that, the Tod's Band taught us a few lessons. Here are the best ones.
1. Individuality is a must.
Quentin Jones: "I love diversity, so I hate favourites."
2. Never back down.
Chelsea Tyler: "I always say yes to me. There are enough boundaries in life to not create more yourself."
3. You're a woman. Embrace it.
Chloe Norgaard: "I seduce with positivity."
4. The world should be your girl squad.
Louisa Gummer: "What motivates me in life is learning about other women's stories."
5. Happiness is more important.
Julia Restoin Roitfeld: "I feel 100% beautiful when I feel 100% happy inside."
Watch more Tod's Band individual interviews on the Tod's YouTube channel.
Related: Tod's SS16
Related: Tod's lets Elisa Sednaoui do her thing in 'The Virtuous Elevator'