The Little White Purse by Saab

Targeted promotional opportunities for premium brands often makes for some strange bedfellows, and resulted this week in premium aerospace and automotive brand Saab releasing ‘The Little White Purse.’ Created by Fashion designer Osman Yousefzada, the purse was designed as an innovative way to keep a woman’s keys stylishly at hand. It banishes those clumsy key-fumbling moments so you look fashionably efficient while stepping into your car, home or workplace. According to Saab, on average a woman wastes one day each year fumbling around for keys in the bottom of her handbag, which does seem a lamentable waste of time. The clever design means the purse can be worn as a necklace, attached inside a handbag, or around a wrist where it could no doubt double as a weapon should the need arise.

“I designed ‘The Little White Purse' fusing function with form, to create a product that makes life easier for women who are constantly rummaging around in their bags looking for their keys,” said Yousefzada. “It’s designed to fit a Saab key, but also to accommodate other keys. I have used a fine Italian patent leather, with a heavy plated silver chain and clips, to give a touch of lux and an atelier feel to the product.”

The creation of ‘The Little White Purse’ marks the third season that Osman Yousefzada has collaborated with Saab and culminates in headline sponsorship of Osman’s London Fashion Week show in February 2007.

Priced at UKP75, ‘The Little White Purse’ is available to buy exclusively from Selfridges or online though the Saab UK website.