Akris launches first bag range with a little help from Daphne Guinness

Swiss fashion label Akris will present its first collection of handbags come spring and has tapped über-socialite Daphne Guinness for the campaign.

But the new venture is not the only reason for Akris to celebrate: next year marks the 15th anniversary of the label's collaboration with photographer Steven Klein, who also shot the new bag campaign.

Guinness, a London fashion icon and rich divorcée of a Greek shipping billionaire, was last seen in an artsy performance for luxury car manufacturer Maybach during Art Basel.

Akris designer Albert Kriemler said: "[...] I have seen her photographed by Steven before, she emanates a sense of mystery and aristocracy - there is more to the picture than meets the eyes. It is more than a campaign for us but rather an artistic collaboration."

The campaign highlights the trapezoid 'Ai' bag and the 'Amata' clutch, both made from horse hair, the signature material of this new collection. Guinness also wears an outfit from the label's spring/summer 2010 ready-to-wear collection.

The bags will go on sale internationally next February.

Site: www.akris.ch