Osman Yousefzada + his Little White Purse

Osman Yousefzada + his Little White Purse
Design & Architecture

Osman Yousefzada showed off his clever cutting skills and elegant aesthetic for 07/08 with a show staged in the car park of Selfridges, an apt...

Amanda Gore (PSFK London)
  • 21 february 2007

Osman Yousefzada showed off his clever cutting skills and elegant aesthetic for 07/08 with a show staged in the car park of Selfridges, an apt location for his principle sponsor Saab. The collection, entitled Icon, opened with Lily Cole in a golden halo headdress bearing obvious reference to religious symbolism, and was followed by an array of stunningly simple dresses that were intertwined with medieval influences and a good dose of the eighties. Zips that seemed to echo the cross of St George, and layered cuts reminiscent of chainmail armour were worn by Guinevere style maidens, whilst elsewhere hints of Grecian pleating  and 20s drop-waisted dresses added a softer facet to the enchanting medley.


The collection was also a showcase event for ‘The Little White Purse’ that Yousefzada has designed exclusively for Saab. A new twist to the current trend for collaboration, this is (as far as I am aware) the first time a designer has produced a specific fashion accessory for an automotive company and their market, and seems to be a clever attempt by Saab to show that they understand their female customer. Claiming their research has found that on average a woman wastes a total of one day each year fumbling around for keys in the bottom of her handbag, the company asked Yousefzada to come up with a solution. The result is a cleverly adaptable product specifically designed to hold car keys, that can be worn around the wrist, as a necklace or attached to another handbag. Available to buy exclusively at Selfridges or from Saab, ‘The Little White Purse’ will retail for a mere £75-but with no obvious designer reference or luxury detailing, will the idea alone be enough to entice the consumer?



read more about ‘The Little White Purse’ at Gizmag

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