Style Meets Substance in Exclusive New Range of THEIT Designer Camera Bags for Women

Style meets substance behind the lens today as THEIT debuts its couture-worthy new line of camera bags for fashion mavens keen to flaunt their front row credentials.

The sizzling new drop from one of North America’s hottest labels is jam packed with gorgeous designs that turn catwalk worthy into an art form. Dripping with detail, the humble camera bag is re-imagined for SS14 with a bold blend of street sass and high fashion gloss.

A homage to the well-known fashion term "the it" bag, the brand represents more than the most coveted piece for the season, but a new wave of design enabling style, function and versatility for the fashion-minded photographer. Inspired by the runway and the streets, THEIT's vision is to uphold a fashion standard that helps photographers live their dreams in style.

Designer Nicole Fajardo said, “We’re super excited about our latest collection and the showpiece Lula camera bag which is new this season and a collaboration with a hand-picked clutch of THEIT’s favorite fashion bloggers via The Style mentors. Available in two colors it’s the perfect marriage of form and function with haute features such as the totally luxe quilting and on-trend color duo of coral – set to be the hottest hue of the year and– and sophisticated chestnut. The coral version was the winning design from the project, created by Jen Lula of as voted for by The Style visitors. With a satchel silhouette and gorgeous hardware it’s a true piece of arm candy on the outside and designed to safeguard any snapper’s most treasured possession, the camera, on the inside.”

The Lula features a detachable, cross-body, gold chain strap, convenient carry handle and customizable padded dividers on the inside to make it easy for stylish shutterbugs to protect equipment and store gear. The fully removable inserts mean the bag can easily transition from street shoot work bag to bar side with ease.

Multi-tasking and hard working, the gorgeous camera bag’s style creds don’t end with its on-trend padded exterior. It sports a designer-esque zip tassel, a cool clasp closure and cute front pockets. Sized to fit a camera body, lens and battery the LULA will also fit other blogger and photography essentials including cell phone and flash.

Other products in the capsule collection include the bowling-bag style Bossi with antique brass hardware and available in eternally chic black, gravel and studded gravel.

The six piece THEIT edit works double-duty, with a coolly covetable arm candy aesthetic meets totally practical wardrobe essential for ladies who like to multitask. 

THEIT collection is available online at

Please direct press queries to Rebecca Appleton at Dakota Digital. Email or Tel: 01623 428996.


Based in Toronto, Canada THEIT creates camera bags for photographers that value both style and substance. With designs that aim to capture classic modernity with a sense of playfulness, this philosophy exemplifies the essence of the THEIT customer: someone who is independent, inspired, and full of life, who cannot help but to capture the beauty in her world through the lens. 

Nicole Fajardo, founder and director of THEIT, conceptualized the idea while working as an international flight attendant based in Dubai. Years of experience working in management, marketing and visual design, and a vehement love for fashion took on a new life while she travelled the world and developed an interest in capturing the moments around her through the camera lens. This passion for photography led her to faraway locales, where she dined in Paris, shopped on the side streets of India, and daydreamed along the canals of Venice – the only thing that was missing from these jet-setting travels was a fashionable camera bag to protect her gear. A fruitless search sparked a dream and a vision, and THEIT was launched in 2010.



  • Dakota Digital