Laptop bags go from geek to chic
Fashion designer Julien MacDonald is used to dressing some of the world's most beautiful and chic women - from Kylie Minogue to Joely Richardson.
MacDonald has dragged the laptop bag into the 21st Century
Now the House of Givenchy designer has turned his hand to technology with a creation that could have thousands of women leaping with joy in their Manolo Blahniks.
He has teamed up with Intel to take the laptop bag out of the world of geeky black nylon and into the world of chic.
MacDonald describes the three laptop bags he has created as "fashionable, funky and functional at the same time".
Only 500 have been made, with 100 available in the UK. The good news is the profits will go to a children's charity, something that MacDonald thought women would appreciate.
Funky
Most pleasing for gadget freaks is that they are full of zippy and popper-buttoned compartments for phones, PDAs (Personal Digital Assistants), batteries, and memory sticks, never mind lipsticks.
He created them when he realised that although laptop bags already served their function well in protecting the goods inside, they did not exactly look good.
Many of them would be going out straight from work, but did not want to lug around heavy "nylon, ugly, horrible" laptop bags.
"So I thought I should do one of those," he says.
"I realised there was a real niche in the market for a lightweight stylish bag that had the technology in it to hold a computer, but also the technology in it so that if you dropped the bag, the laptop wouldn't break."
As laptops get slimmer and lighter, many working women are finding it increasingly essential to carry them around.
With wi-fi hotspots, allowing high-speed net access without wires, popping up around the country in bars and cafes, staying connected on the move is becoming an important part of the job.
"Computers and laptops are becoming a fashion accessory in their own right now," MacDonald explains, particularly for aspiring Sex and the City chicks.
"But you don't want to turn up to work in a gorgeous tailored suit then carry around this horrible ugly bag", he says.
They have inhabited the world that fashion forgot for so long because the demand for style has not been there until now.
"All the design that went into laptop bags was focused on the travelling businessman.
"People never thought women were just as business orientated as men and that they have those roles too," he says.
Now that they are, women are demanding the accessories to accompany their hi-tech get a touch of hi-tech fashion too.
Geek to chic
"People want their computers and phones to be functional and fashionable and there is a real crossover in products at the moment," MacDonald argues.
MacDonald: Technology is the future for everything
"People want products that also associate them with a brand, an image."
To MacDonald, people make choices in what technology they buy based on the "feel good factor" and what it says about image or personality over what it can actually do.
Which is why he decided to design the bags in different colours, for the sophisticated, the understated and the loud.
The fashion industry in general is waking up to technology and is being forced to change as tech gets smaller, portable, part of a fashionable image and essential.
Technological developments in fabric, with Teflon coated clothing repelling rain and Lycra that needs no ironing, have successfully been adopted by the fashion industry.
But things are moving slowly towards wearable technologies and creating garments that will accommodate them.
"If something has added value, customers will respond well to that," says MacDonald.
As for the laptop bags, MacDonald predicts they will be copied on the High Street soon, a relief for those whose busy working lives do not pay sufficiently to afford such a luxury item.







