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FASHION

ÖLEND JUST LANDED: GET TO KNOW THE DROP

By Symone Keisha, 27 January 2025

It’s official, Ölend has landed at ASOS! If you haven’t already seen the soft-touch bags all over your FYP, then where have you been? Created in Barcelona, Ölend is your answer to high-quality bags that seamlessly blend function and style. Before you start adding every colour to your basket (and trust us, you will), co-founder, Adriana Dumon, spills the tea on what you need to know about the brand of the moment.
Two models holding a blue Ölend bag | ASOS Style Feed

OLEND Ona soft nylon multiwear crossbody bag in cobalt blue, £82

 

INSIDER KNOWLEDGE

Adriana tells us: ‘inspiration for the brand came from my father – the minimalistic Nordic style and the Mediterranean lifestyle.’ The bags are simple in shape, but are elevated in the design choices with a modern padded structure and water-resistant fabric – perfectly suited to those who prefer a stripped-back design. Plus, the bold colours offer max impact for all your new-season looks too.

A model wearing a khaki Ölend bag | ASOS Style Feed

OLEND Ona soft nylon multiwear crossbody bag in khaki, £82

THE HERO PIECE

Every brand has that one item that puts them on the map and for Ölend, it’s the Ona Soft bag AKA the *IT accessory* of the year. Large enough to throw in your laptop, books, makeup pouch and so much more, it’s easy to see why it’s been crowned as the ultimate everyday bag over on the clock app. Adriana echoes that sentiment: 'we wanted to design bags that are versatile enough for city life, yet robust enough for any adventure.' Prefer your bags on the smaller side? The Ona Soft comes in mini and micro sizes too!

Two models wearing an orange Ölend bag two different ways | ASOS Style Feed

Pictures: ASOS

OLEND Ona soft nylon multiwear crossbody bag in coral, £82

MORE WAYS TO WEAR

If you’re ever torn between what style of bag to get, Ölend is one step ahead. Each piece is multi use meaning you can transition it from a backpack to a shoulder bag in no time. And if that wasn’t enough, Ölend is a unisex brand so your S.O. can get in on the style aura points too.

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