Bag Brand ZAAM’s New Collection is a Beachy Baroque Dream

We heard you’ve been searching for a beachy tote that both retains your chic, city-girl image and has the capacity to hold your seaside essentials? Maybe you’re a micro-bag girl in an I-have-to-actually-carry-stuff world? It’s rough, we know, but heading to the ocean shouldn’t spell the sacrifice of your stylistic sensibilities. ZAAM’s Eden collection is here to keep your beach looks up to par as you soak up some serious vitamin D.

This is the Egyptian label’s 4th annual beach collection, and brings with it a new iteration of their Sahel-ready totes. Fashioned from a water-repellent fabric and featuring circular handles which echo those of previous Autumn-Winter collections, ZAAM’s new creations boast an intricate tonal baroque design which creates a home for the label’s calling card: the majestic peacock.

Azzam’s design process for the Eden collection began with a desire to create a story for their emblematic peacock, which manifested in the form of a gorgeous baroque pattern, unfurling with fresh garden motifs - a fitting spot for the breathtaking bird to rest its wings. 

When asked about the baroque imagery, founder Ahmed Azzam expressed: “you always have to be unique and innovative, but you can’t lose sight of your identity in the process and then create something completely unrelated to the original story you aimed to tell,” furthering solidifying the designer’s decision to continue sewing those storylines into his collections.

The new totes come in a range of breezy summer hues, from sunset gold and gentle sky blue to sweet rosy pink, as well as near-edible tones of chocolate, pistachio, and vanilla. And it’s not just totes and clutches to open your wallet for. Azzam says that with each collection, they strive to add a new product type to address as many beach needs as possible. This year, bucket hats have been added to ZAAM’s range of luxurious scarves, sarongs, and other chic seaside accessories.