In the bag: Albert Kriemler on Akris’ ‘Create your Aidentity’ campaign

‘It started with an idea for the most simple bag,’ explains Akris creative director Albert Kriemler of the brand’s transformative Ai bag. ‘I wanted to create an architectural bag with a visual appearance referencing the “A” for Akris and for Albert,’ he muses.

Versatility was a key element of the original Ai's design. It subsequently comes in three sizes and can be unfolded from its trapezoidal closed shape into a tote as well as a bucket style.

For A/W 2016 Kriemler has built upon the Ai’s metamorphic principals with the introduction of the house’s ‘Create your Aidentity’ programme this month. ‘In a time when you can get everything in every colour everywhere, the desire for customisation and personalisation is awakening,’ says Kriemler of the bespoke service that starts at £985.

In store customers can choose from a selection of 15 coloured cervocalf leathers, several options for handles, including python, along with their dream bag’s metal hardware and closures. ‘It’s for women who want to express their individuality,’ Kriemler sums up, ‘And, of course, you can have yours monogrammed.’