MOMENT OF TRUTH
With no fashion experience, Desley Maidment and Brigitte MacGowan went against the grain and created revolutionary bags which, within months, became Australia’s must-have “it” bags. They tell Luxury the story behind their label, State of Escape.
You started the design from scratch, with no prototype. Do you have a design background?
BM: Yes, but in graphic design. I love shape, proportion and construction.
Why has the range been so successful?
It goes against expectations of the classic,
conservative work bag, with its loose structure,
no leather, no hardware...
DM: This is a design-led creation, we spent 12 months perfecting the first Escape carryall prototype within strict design parameters. I think this commitment to design and the authenticity and hand-crafted foundations behind the range have been instrumental in the bag’s popularity. Every component had to be considered singularly and in minute detail.
BM: I loved the process, though, and I’ll never forget the moment I felt that “magic something”. The result is very simple, free of embellishments and hardware. It was all about finding the ultimate solution to achieve beauty in utility.
Your neoprene bags are seen at the gym,
in the office, on a plane. How do you design
something so classic and so versatile?
BM: The Escape carryall was designed with this lifestyle in mind. It’s lightweight, washable, can carry heavy loads and has a unique aesthetic. Many of our customers buy the bags for a single use and then find they fulfil multiple purposes. From this point of view it will be timeless because it’s purposeful. We will continue to grow the range to keep it fresh and interesting.
How challenging is it to come up with something new?
BM: The key is to be original. Stick to your design principles, block out the noise and design with purpose.
Why do your customers choose you, and not an established European brand, for example?
DM: Our customers appreciate design on many levels. They’ll enjoy their beautiful European leather bags while owning one of our carryalls. Our bags fit in perfectly with their busy, varied lifestyle while maintaining a sense of style. Our customers also appreciate that our collection is Australian Made.
The reaction when you launched was overwhelming, did you anticipate this?
DM: Early anecdotal feedback had been positive but we never anticipated such success. I don’t believe there was any one magic ingredient, more of a perfect recipe. The ingredients came together to create a product that resonated with our customers on multiple levels. Whether it’s everyday or on vacation, weekend casual or city smart. The bags become an integral part of your travels, an enabler for a life well lived.
Katarina Kroslakova
State of Escape bags are available online at
www.stateofescape.com. The Cityscape Mark II collection has just launched, priced at $339.
