MILAN — Hip brand Alohas is stepping into the handbag arena.
The Barcelona-based label is to launch Hilma, its first bag design defined by a sinuous silhouette that will hit the stores next month.
“Hilma introduces a distinctive wavy construction, creating a soft architectural profile that feels both modern and effortless,” said Emmelie Karlstrom, the brand’s head of design for footwear, bags and accessories. “The bag’s fluid lines bring a sense of movement to the design, transforming a daily accessory into a statement object while maintaining the practicality required for everyday wear.”
The Hilma bag by Alohas.
Courtesy of Alohas
Encouraging a playful approach to personalization, little details enrich the accessory’s shape, including a transparent front pocket conceived as a space for self-expression and inviting the wearer to display photographs and handwritten notes or small objects and personal keepsakes.
“Rather than concealing belongings, Hilma invites them into view, turning the bag into a subtle narrative of its owner’s personality,” Karlstrom said.
Metal side rings designed to hold charms, keychains or additional accessories amplify the customization. “These elements introduce both function and playfulness, allowing each wearer to adapt the bag over time and build a configuration that reflects their personal aesthetic,” Karlstrom said. “More than a bag, Hilma becomes a platform for individuality; a sculptural object shaped by the stories, objects and details each wearer chooses to display.”
The Hilma bag by Alohas.
Courtesy of Alohas
Hilma will come in three sizes, from the mini format priced at 245 euros to the maxi one retailing at 395 euros. Launching in late May, the bag will be available both online and in Alohas’ physical stores, which are located in the likes of Barcelona, Madrid, Milan, Amsterdam, Paris, London, Copenhagen, New York and Los Angeles.
A direct-to-consumer brand, Alohas accelerated its international brick-and-mortar expansion last year, following the opening of its first store in Madrid in 2024 and the outpost in Barcelona few months later. The company, which operates on an on-demand production model, is best known for its accessible footwear spanning from ballet flats and sandals to boots and sneakers, primarily produced in Spain and Portugal.
The brand was founded in 2015 by Alejandro Porras while he was living in Hawaii. The idea for the company came from the Menorquinas sandals he was wearing in his daily life while on the island. As an ode to his staple espadrille-like footwear choice, his brand was originally known as Alohas Sandals, but over the last decade it quickly grew to other footwear categories, stretching even to some ready-to-wear.
