In a sunlit showroom in Paris, Christoph Tsetinis, founder and creative director of Austrian label Published By, picks up a silvery bag.
It’s smooth but dimpled, like something left behind by visiting aliens. “It’s the first bag I’ve ever made with this technology,” says Christoph, who designed it for his partner Ruby Wallen. “I made it exactly that size to fit her keys, card, and lipstick because when she goes out,” His voice drops to a whisper, “she always loses them.”
The bag was a perfect solution – and the turn of the key that started Published By’s engine. They called it “Ruby’s Lost Stone.”
Talking to Christoph, I think of the first Published By bag I purchased just a few months ago: black leather and raffia enveloped with mirror-like, silver-tone hardware, its surface caved in like the side of a dented car. That, too, is only capable of containing a lipstick, a thin wallet – and little else. Yet there’s something so special about it. So different. New accessories flood the market every year, but very few are worth remembering. This bag? It sticks with you.
And that’s exactly what Christoph and Ruby were hoping to accomplish when they launched the brand in 2020. Thanks to Christoph’s family’s experience in the car industry, the duo began exploring new and sustainable ways of producing handbags. Specifically, they started utilizing 3D modeling programs that are used for designing and manufacturing automotive components. The result? A surreal, futuristic, and brilliantly fluid visual language.