Burberry is banking on the Olympia bag, with a new star-studded campaign and global pop-up concept. The leather shoulder bag, known for its crescent moon shape and minimalist flair, was introduced on the brand’s fall 2020 runway and has been making appearances in Burberry collections ever since.

As the world reopens and carrying a handbag is becoming part of people’s daily routines again, the British label is giving the Olympia bag an extra push with a dedicated campaign featuring Kendall Jenner, FKA Twigs and Shygirl.

Burberry’s chief creative officer Riccardo Tisci said that when designing the bag, “I was thinking about creating the perfect form, something that could capture the essence of femininity. So, for the campaign, I wanted to celebrate three incredible women in my life who embody the power and beauty of feminine energy.”