Nothing says bike love like a long swath of display windows filled with of-the-moment fashions by Rebecca Minkoff (above), shiny blue Citi Bikes and videos of helmeted women pedaling happily through NYC neighborhoods. That vista, along the Lexington Avenue facade of the Bloomingdale’s flagship store at 59th Street in Manhattan (video below), greeted fans at this week’s launch party for the Rebecca Minkoff bike share backpack.
It’s not just window dressing. The visuals reflect the popular fashion designer’s personal affinity for pedaling around town, as well as a desire to attract more women to the fun and efficiency of two-wheel transportation. While stylish, on-the-go women everywhere will appreciate this backpack ($195), it is sized to fit into the front rack of New York City’s Citi Bike and other bike share systems, and offers features that support comfort and ease on the everyday urban adventure. An extra pair of shoes, for example, slip easily inside.
“It’s about making something that’s easy and functional,” Ms. Minkoff told me as she greeted and posed for photos with shoppers in the handbag department on the balcony level. “I want to encourage people to put their shoes in the bag and get to work via bicycle.”
Although the designer says she is currently taking a break from bicycling as she expects her second child, she joined Citi Bike last summer and also pedals a folding bike that she stores in her apartment. Ms. Minkoff says she wears her regular clothes when cycling around town and swaps footwear only if she has chosen to wear particularly high heels for the day.
That carefree spirit suffused the launch event, as well, where make-up touch-ups, a photo booth where shoppers posed with a Citi Bike, and tray-fulls of healthy snacks (of course!) were part of the glamor and fun.
Along Lexington Avenue, windows adorned with playful mottos and filled with fashions and Citi Bikes greet passersby.
An interior display overlooks the main floor of Bloomingdale’s.
Fans greet Ms. Minkoff in the balcony-level handbag department.
The stylish and versatile bike share backpacks (center) also play well with colorful RM cross-shoulder bags.
With Ms. Minkoff at the celebration. Such an inspiration!
Part of the proceeds from sales of the bags at Bloomingdale’s benefit not-for-profits that promote bicycling and street safety.
Make-up artists offered luxe touch-ups (for the ride home)…