About Wandler
Elza Wandler launched her namesake brand Wandler in late 2017, working and living in Amsterdam. Her fashion journey began with designing men's accessories, but she soon realized her true passion lay in creating women's accessories, finding them more sculptural and engaging. This shift marked the beginning of Wandler's venture into the luxury handbag market.
Wandler's first collection showcased five key pieces, each reflecting Elza Wandler's love for painting and sculpture. Drawing inspiration from abstract Modernist artist Imi Knoebel, these designs featured the Hortensia bag with its round base, the simplistically square Lotta tote, the structured cross-body Miles, the miniature Anna wallet, and the roomy trapeze-shaped Mia holdall. These pieces stood out for their distinctive shapes and considered functionality.
Central to Wandler's brand philosophy is the pursuit of a balance between hyper-feminine and androgynous designs. Elza Wandler's vision is to create bags that command attention without overtly demanding it, ensuring that each piece can integrate seamlessly into a variety of styles, from avant-garde to understated elegance. This philosophy has shaped the brand's design ethos and broadened its appeal across diverse demographics.
Among Wandler's iconic products, the Hortensia bag has gained particular acclaim for its unique design and versatility. Its round base, oversized pocket, and availability in various colors, including a grassy green, icy blue, and tan, have made it a favorite among fashion influencers and a frequent feature in street style.
In terms of manufacturing, Wandler maintains exacting standards, especially in color development. The brand collaborates with leather suppliers adept at matching complex color shades, ensuring that each bag's hue is precise and unique. This meticulous attention to detail in material selection and color curation exemplifies Wandler's commitment to quality and innovation.
Wandler's marketing strategies have significantly leveraged social media and influencer partnerships. Early in its launch, the brand gained traction on platforms like Instagram, where fashion editors and influencers quickly adopted its designs. This digital-first approach, coupled with strategic placement in high-end e-tailers like Net-a-Porter and Matches Fashion, has effectively positioned Wandler in the luxury accessory market.