Soft Power: How Baggy London is Moving from “Cute Accessory” to Sculptural Engineering
We speak with Claire Zhong of Baggy London to learn about the rise of their sculptural revolution
In the nascent days of running YCB magazine, my world was a lot about sales, numbers and a growing team of ambitious associates. My calendar was a mosaic of pitch calls and endless client meetings over lukewarm lattes, spent coaching my team through the corporate climb. But eventually, the gloss of the sell began to wear thin. I pretty quickly found myself craving a certain raw authenticity—the kind of realness you can’t find in a slide deck. To be honest, I missed writing more often than I did and particularly, I missed the art of the interview: the thrill of unravelling an inspiring success story and the quiet, observant joy of ‘people watching’ through my prose. At my core, I’ve always been a writer and storyteller first, a strategist second.
It was this craving for realness that led me to Claire Zhong. When we spoke for the first time earlier this spring, I realized that the woman behind Baggy London isn’t just a company founder—she’s a strategist with a brilliant story I couldn’t wait to unspool. I was instantly captivated by her journey—a narrative of quiet ambition and incredible success. With Baggy London, Claire has done something rare: she’s elevated the handbag from a cute seasonal accessory to a feat of sculptural engineering, proving that leather can be as much about architecture as it is about style.
At just 29, Claire Zhong has architected a powerful brand. In a few short years, Baggy London has ascended from an independent label to earning the adoration of fashion editors, a recurring role on the set of Ted Lasso, and a coveted, permanent home on the shelves of Nordstrom. Perhaps her strategic sharp-shooting comes from her academic roots; an alumna of the University of Cambridge, Claire studied Human, Social, and Political Sciences (HSPS), bringing a rigorous, analytical perspective to the world of design.
If Baggy London isn’t on your radar yet, consider this your formal invitation. Standing as a defiant outlier in the world of independent accessories, the label crafts pieces that demand a second look. Its beautifully bold handbags are less about following a certain trend and more about making a statement—in other words; a sartorial toolkit for the girl who wants to create her own style while making an impact. Whether she’s navigating a boardroom or a gallery opening, the ‘Baggy girl’ carries her world confidence.
Baggy London’s Founder Claire Zhong tells YCB, “I am designing for the woman who is not afraid to make her mark on the world. Our bags are bold, irreverent, and unapologetically architectural—a reflection of the women who carry them. We understand that her life is high-velocity, so we’ve engineered our silhouettes to do the heavy lifting, ensuring she stands out the moment she enters a room.”
Claire says, “I’m deeply inspired by sculpture, symmetry and iconic silhouettes – traits shared across timeless fashion houses. The most enduring brands, and handbags especially, always have a strong design throughline: woven textures, pleats, quilting, for example.”
“For us, it’s the ruffle. We’ve explored it across different materials and textures, and translated it into multiple shapes while keeping it recognisably Baggy.”
“I’ve always loved sewing and designing accessories, and I ran various accessories businesses in the lead-up to COVID. During the pandemic, I was reunited with my mum in Hong Kong and we went handbag shopping for her, investing in some of the great classics.
I became inspired to create a silhouette that felt similarly timeless – sculptural, iconic and distinctive — something that could one day sit alongside the greats like the Chanel Flap, Lady Dior or Stella McCartney Falabella.” Claire tells us.
There is a refreshing intimacy to Baggy London’s operations: it is a mother-daughter family operation. And we love this about the company! While Claire founded the brand four years ago—meticulously scaling it under the radar while maintaining a six-figure career in tech—its soul is rooted in heritage. Having grown up amidst the hum of textile workshops in Hong Kong and Shanghai, Claire’s understanding of the industry is now bolstered by her mother’s seasoned production expertise. It was only in 2026, following a streak of viral sell-outs, that Claire traded the tech world for the studio full-time, uniting with her mother to ensure that every ruffle is overseen with a level of quality control only family can provide.
This mother-daughter duo brings a rare, full-circle perspective to the label. Drawing on a childhood spent in the garment hubs of Hong Kong and Shanghai, Claire combines her modern aesthetic with her mother’s deep-rooted technical mastery, creating a closed-loop of quality that remains entirely independent.
For Claire, the transition to full-time founder has meant embracing a week that is as varied as her design palette. “I spend time working closely with my team, upskilling them across marketing, fulfilment and content creation. I regularly direct and shoot campaigns – which is one of my favourite parts of the job – bringing the product to life through styling, storytelling and casting.”
“I also spend a lot of time behind the computer building email marketing assets and refining our Meta ads strategy. There are market days, founder events, and trips to our stockists and manufacturers as well – as a founder you wear all the hats so naturally every day looks slightly different.”
One gets the sense that for Claire Zhong, Baggy London is a living, breathing dialogue with the girls carrying the handbags—one that is about to get a lot more intimate. While the brand’s signature ruffles have already reached high status, the next chapter is about exploring new textures and horizons. “We’re delving into classic leathers and suedes that speak to longevity, paired with soft, seasonal pastels,” Claire explains. Beyond the product, there is a palpable desire for real-world connection—a rarity in a digital-first world. “Collaborations with beloved brands are on the horizon, but most importantly, we want to bring Baggy into the physical space. We’re also always looking to pop up to meet the community face to face.”
Five years from now, the world of Baggy London promises to be as multifaceted as the career pivot that started it all. Claire isn’t just building a label; she is architecting a community of “protagonists” who lead high-velocity lives. “I see us continuing on our mission to design for the woman who wants to make her mark,” she shares. Her roadmap for the next half-decade is one of fearless experimentation, moving into new silhouettes and tactile materials that maintain the brand’s irreverent edge while pushing the boundaries of what a handbag can be.
As our conversation winds down, it’s clear that Claire’s favourite part of the journey—much like mine—is the people. Her definition of success is seeing her designs woven into the tapestry of everyday life. “I see us continuing on our mission of making eye-catching, breath-taking bags for the woman who wants to make their mark. I envision us branching out to other, equally iconic silhouettes and experimenting with more materials, textures and shapes.
“I see Baggy dotting the streets of big cities, donned by women across the globe, across all seasons of their lives.”
In an industry often obsessed with the next, Claire Zhong is focused on the forever—building a family-run brand that proves you don’t have to choose between logical engineering and pure, breathtaking heart.