Stories To Tell: The Alla

Ethan met fashion director Alla Verber for the first time whilst on his way to a fashion show.. Draped in her signature coat, she flung open the door to her distinctive gold Bentley and offered him a lift.

As they made their way to the show, she confided that whilst she loved her handbags, she loved rather less how they left her essentials in plain sight of the paparazzi.

Inspired by the opportunity to solve a practical problem for a woman he admired, he designed an innovative ‘trap door’ feature – which was later patented for its ingenuity – and named the resulting creation the Alla.

To date, it remains one of his bestselling designs.