What happens when 100+ creative women design their dream workbag? At &LessBags, we decided to launch a design competition for anyone who dreams of a workbag that breaks free from the black and brown norm. We gave women the freedom to personalize their bag by choosing a Summer Tan or Black base, selecting gold or silver hardware, and customizing seven add-ons in over 20 colors, unlocking a staggering 5.2 billion combinations.
With so many possibilities, one thing amazed us immediately. Not a single design was duplicated.
Why We Created the #WinBagByMe Contest
At the heart of &LessBags is a belief that professional women should not be forced into a one size fits all bag. For too long, workbags have been a compromise. They are either purely functional but dull or stylish but impractical. With the BagByMe tool, we asked a simple question. What if women could design their bag to match their ambition every day, every meeting, every journey?
A Pre-Launch Experiment in Community and Choice
The #WinBagByMe contest was part of the &LessBags pre-launch. It was a way for us to test the market, discovering which colors truly resonate, gathering real feedback on the BagByMe customization tool, and most importantly building a community.
This was more than a contest. It was a space where women who refused to accept boxy masculine designs could come together, share their vision, and explore what becomes possible when personalization meets ambition.
The Diversity of Designs
Once the contest opened, we were blown away by the range of creativity. From sleek minimalist palettes in black, tan, and navy to vibrant expressive combinations in fuchsia, power orange, and plum, no two designs were the same.
This spectrum of styles confirmed something important. Women are not a single shade, and neither shall their bags be.
The Numbers Behind the Designs
When we analyzed the design choices, a powerful story unfolded. The race between black and Summer Tan was almost perfectly even. 51% chose black and 49% chose Summer Tan.
This confirmed that we were right to offer both options. Some women gravitate toward the timeless sophistication of a bold black base, while others prefer the softer and lighter impression of Summer Tan. The lighter leather also pairs beautifully with pastel tones and brighter add-on colors, creating a very different mood. The result clearly showed that women appreciate both aesthetics equally and that offering two base colors was the right decision.
The hardware choice revealed another important insight. 62% selected gold hardware while 38% chose silver.
For us, this was more than a preference. It was a strategic validation. Supporting both hardware finishes means that every base bag and every add-on must exist in two versions. This doubles the number of references we need to produce and stock. It is a significant effort for a young brand.
However, the results made the decision obvious. Almost forty percent of women chose silver. In reality, many silver lovers would never wear gold hardware, just as many gold lovers would never choose silver. If we had launched with gold only, we would have immediately excluded nearly forty percent of women.
For us, that was never an option.
These numbers confirmed something fundamental. Personal style matters. Every percentage reflects a woman choosing the details that feel right to her. And for &LessBags, supporting that freedom is worth the effort.
The Add On Color Trends
Beyond the base and the hardware, the most fascinating insights came from the add on color choices. With twenty colors available, participants had the freedom to express very different personalities through their designs.
Some patterns appeared quickly.
A first group clearly leaned toward timeless neutrals. Colors such as Summer Tan, Black, Chestnut, and Burgundy appeared frequently across the submissions. These combinations create elegant, versatile bags that transition easily from office meetings to travel days.
Another group preferred rich statement tones. Plum, Army Green, and Midnight Blue showed strong popularity, revealing that many women enjoy deeper colors that still feel refined and professional while adding personality.
Then there were the bold accents. Colors like Fuchsia, Power Orange, and Sunflower Yellow appeared less frequently but played an important role. Rather than dominating the bag, they were often used as highlights. A bright flap, a colorful handle, or a contrasting panel added energy without sacrificing elegance.
And this is where the &LessBags idea becomes more than a styling exercise. BagByMe is not only about personalizing your bag once. It is about being able to rethink it later.
The beauty of &LessBags is that they are not only customizable, they are re customisable. You can change your mind and switch an add on later. This was intentional from the beginning. Our founder wanted women to embrace their bold side without feeling trapped by the safe choice. Because when a product is permanent, many people choose the most neutral option simply to avoid the risk of regret.
In a contest like #WinBagByMe, that freedom matters. Knowing you can evolve your style later likely made it easier for participants to take creative risks. To step out of their comfort zone. To let personality show.
That is the difference between a bag you select once and live with forever, and a bag designed with interchangeable add ons that adapt with you.
And perhaps the most striking result remained this one. Not a single design was identical.
With 5.2 billion possible combinations, every participant created something uniquely her own.
The Jury
With more than 100 submissions and not a single duplicate, selecting finalists required more than quick opinions and personal taste. The jury combined three complementary perspectives, fashion instinct, leadership reality, and founder level intention.
Massimiliano Belik, Fashion Stylist
Massimiliano Belik is a fashion stylist and makeup artist who has spent his life in the fashion industry, collaborating with some of the biggest houses, including Chanel, Dior, and other prêt à porter brands. His journey began with studies in journalism and marketing before moving into fashion through trainings and internships, from press offices to Parisian photo studios, building his craft step by step until he was working with leading fashion houses.
He dresses purely for himself, always chic, always sharp, and much more of a trend setter than a trend follower.
For the #WinBagByMe contest, Massimiliano was naturally drawn to thoughtful color combinations that truly belong together. Palettes with intention, balance, and a little edge. Designs that stand out in a crowd and make people look twice.
Sara Hermansson, Senior Vice President
Sara Hermansson is a true power woman. She is Senior Vice President and Head of Scania Power Solutions. She is also the creator of a popular Swedish innovation podcast and the founder of a female leader award. In 2015 she was named Female Engineer Leader of the Year in Sweden.
She dresses with intention and confidence. Her signature look is a full orange suit, which directly inspired the Power Orange color option in the BagByMe design tool. Always carrying a laptop and always on the move, Sara represents exactly the kind of professional woman &LessBags is designed for.
For the #WinBagByMe contest, she looked for bold submissions where the designer stepped outside the comfort zone, took smart risks, and still created a versatile bag that works in the boardroom, on the move, and in everyday professional life.
Josefina Sonnerup, Founder and CEO of &LessBags
Driven by one clear idea that a work bag should adapt to you, not the other way around, Josefina Sonnerup built &LessBags with a sharp eye for design and real life practicality. She created a modular system where women can build their own look and continue evolving it over time as their style and life change.
After ten years in the tech industry, Josefina became an entrepreneur, but one thing never changed. She still needed a work bag that is functional, feminine, and fashionable.
For the #WinBagByMe contest, she looked for submissions that felt intentional and refined. Designs with a clear point of view, beautiful color harmony, and that unmistakable “I need this” energy. Versatile for daily life, but distinctive enough to be remembered.
From 100+ Designs to the Finalists
With more than 100 unique designs submitted to the #WinBagByMe contest, the next step was clear but not simple. The jury had to select the finalists.
Each design was reviewed carefully, looking at color harmony, personality, versatility, and how naturally the bag could fit into real everyday life. The goal was not only to reward creativity, but to identify designs that truly captured the spirit of &LessBags. Elegant, intentional, expressive, and practical.
At first, the plan was simple. Select a clean Top 5.
But once the jury began reviewing the submissions, it quickly became clear that narrowing the selection would not be easy. There were simply too many strong designs.
Another surprise appeared during the discussions. The jury members had very different personal favorites. Some designs impressed with bold color contrasts, others stood out with refined palettes and subtle elegance.
In the end, the jury could not agree on one shared Top 5. Instead, each jury member selected two designs they personally loved.
That is how the finalist group became a Top 6.
The Finalists
The six designs that moved forward to the final round were:
- Deep Autumn by Katharina Gerlach
- Power of Me by Agnieszka Szpura
- Sable Céleste by Lilia Ben
- Love is the Answer by Anna Semenova
- Harlequin by Borja Baillés Bailles
- Beach Sunset by Christina Crafoord
With the finalists selected, the final decision was no longer in the hands of the jury.
It was time for the community to decide.
The Public Vote
Voting opened on andlessbags.com, allowing the public to support their favorite design.
Each participant could vote once per email address, ensuring a fair and transparent process. The vote remained open until the final winner announcement on March 1.
From bold color statements to elegant everyday combinations, each finalist represented a different interpretation of what a modern work bag could be. Now the question remained. Which design would capture the most votes and become the winner of the #WinBagByMe contest?
And the Winner Is…
After seven days of voting, sharing, and rallying support across the community, the public vote finally closed. The results were verified and the public vote podium of the #WinBagByMe contest was revealed.
And the winner is:
Harlequin by Borja Baillés
With 47% of the public votes, Harlequin captured a clear lead and quickly became a favorite among the community.
Harlequin is a showstopper. The kind of design that is impossible not to notice and even harder to forget. This catwalk piece demands confidence, that is for sure.
The design stands out with its bold and playful color composition. Strong contrasts meet careful balance, creating a bag that feels vibrant yet harmonious. It is expressive, modern, and instantly recognizable.
Massimiliano Belik, fashion stylist and jury member, originally nominated the design for the finalists and shared the following motivation:
“I was particularly drawn to this design, which I find both original and bold. The colors are vibrant and beautifully controlled. The combination of blue and red creates a harmonious contrast that feels strong and high quality. The touch of yellow adds extra brightness, a sense of sunshine and lightness. The overall look evokes candy like colors, which perfectly matches the name Harlequin. The composition is balanced and dynamic, making the bag both modern and appealing.”
One detail made this win even more interesting. Borja is a man.
&LessBags was originally created to answer a very specific frustration experienced by women in business. Work bags were too often boxy, neutral, and designed with someone else in mind. Yet this contest took an unexpected and exciting turn, because the design that won the public vote was created by a man who clearly shares the same desire: a work bag that is functional, fashionable, and full of personality.
It reminded us that the need for a refined work bag with real color options is not limited to women. It speaks to anyone who refuses to carry something boring just because it is practical.
The Public Vote Podium
Celebrating Creativity: The Prizes
The #WinBagByMe contest was not only about selecting a winner. It was about celebrating creativity across the entire community of designers who participated.
In total, the prize pool represented €6,500 in rewards.
And because voting is support, not just a click, we also wanted to thank the community behind the designers. Every voter received a €35 voucher as a thank you for taking part.
What Comes Next
The #WinBagByMe contest started as a simple idea. Give people the freedom to design their own work bag and see what happens.
What followed was more than a competition. It became a community experiment that revealed how much creativity appears when people are given the tools to express their own style. From bold statement pieces to refined everyday combinations, every design confirmed the same thing: the traditional work bag no longer has to be boring.
Because #WinBagByMe was part of the pre launch of &LessBags, it also gave us something else. Proof that this brand is meeting a real desire, and a community that is ready for what comes next. It made us even more excited for the official launch, which will be announced shortly.
Did you love the concept but missed the contest?
You can still try the BagByMe design tool yourself and create your own version of the &LessBag. Build your color combination, choose your hardware finish, and make it feel like you.
Try it now. Once the store is officially open, you will be able to order your design directly online.
If you enjoyed discovering the designs and the story behind the contest, you can follow &LessBags to see what comes next. New creations, community projects, and future BagByMe stories are just getting started.
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