Angularand utilitarian

Angular and utilitarian are the characteristics of the design of this future-like shoulder bag. The indvidual designer ‘Jonathan Evald’ has taken a classic silhouette and made his own reinterpretation, thereby altering the classic shape. The idiom pretends to have a specific function that is not immediately obvious to the viewer. Therefore, it becomes somewhat alien in its environment, but still recognisable as it has the outline and silhouette of a bag in the classic sense. The designer himself says that “one could describe the style as pseudoutilitarian.”

The desire is not to stand out or to be different, the design must be anonymous to the person, stylishly futuristic and with the help of the sharp lines, the prominent pocket that pretends to be made perfectly for a mobile phone, it becomes completely as intended, clean, stylish and in itself utilitarian-made.

The inspiration mainly comes from the pursuit of functionality in clothing and tries to answer the question of ‘what lies after utilitarianism’.

As the designer is an architect student, geometry naturally becomes one of the prominent inspiration sources as well. This becomes clearly obvious in the design with the sharp ‘in your face’ lines of the bag. The same kind of sharp lines and geometry you can find in today’s newly finished apartment buildings of the bigger cities.

As a photographer, this ultimately becomes my reasoning to photograph the model and clothes outside in the streets, where the architectural work reflects the design of the bag and vice versa -and somewhat also reflects the idea of the whole design. This was for me the best and almost the only solution to photograph the bag and clothes - in an environment where the design almost finds comfort in similar reflecting design and architecture.