The SAK, a leading manufacture of handbags, has named long-time accessories designer Lorae Russo as its new creative director. Primed with her supreme design aesthetic and knowledge of the handbag market, Russo will be responsible for setting the creative direction for the company. In this newly created role, she will ultimately serve as The SAK and Elliott Lucca's design authority, leading the design team in conceptualizing and creating proprietary and unique product for both brands. Russo begins her new post this week.

    "I have been a fan of The SAK brand ever since I bought my first SAK bag in the 90s. The opportunity to lend my more than a decade of design experience to help grow a brand I feel so passionate about is a dream come to true," said Russo.

    Designing for several top handbag brands including most recently Kooba, Russo has a notable list of credentials. She has served as head designer for leading accessory and fashion brands including Giorgio Armani, GAP, American Eagle and DNKY and as a design consultant for brands such as Tumi, Candie's and Linea Pelle. Russo was also responsible for conceptualizing and bringing to market the mass market accessories brand, Cul-de-sac.

    The hiring of a creative director comes on the heels of the recent repositioning of The SAK and Elliott Lucca brands. As fierce competitors in the marketplace, both brands underwent facelifts, embarking in new directions by elevating product quality and targeting a more fashion-conscious shopper. The overall impact of the brand repositioning is tighter, more trend-driven collections that appeal to a younger attitude.

    "Lorae's reputable standing in the industry, unparalleled design talent and ability to grasp our company heritage and uniqueness in the marketplace made her the ideal design authority to lead our creative teams," said Mark Talucci, CEO and co-founder of The SAK and Elliott Lucca. "We are confident that our vast supply of factory resources coupled with Lorae's invaluable design aesthetic, will allow us to take both brands to the next level by creating distinctive product that is a direct reflection of our rich brand heritage. Our goal is to introduce our current customer to fresh and unique handbag offerings while attracting new customers looking to update their wardrobe with the latest handbag to compliment their own personal style"

    The SAK is a progressive, San Francisco-based company that has been wooing ladies with its unique and cool handbags since its debut in 1989. From day one, this peace-loving brand has seduced with its one-of-a-kind textures and textiles which have quickly become signature fabrications. The SAK stands for distinctive, casual fashion for the free spirited and young at heart. Whatever the style, The SAK is always chic and shoulder worthy. THE SAK retails primarily in department and specialty stores, including Nordstom, Dillard's, and Macy's. Products may also be purchased via the company website at http://www.thesak.com/. Price points for THE SAK average between $69-$199 retail.

    Exuding modern sophistication, ELLIOTT LUCCA launched in 2004 and is known for its unique woven leather styles and is made from exotic leathers, suedes and fine fabrics. The collections retail for $198 to $398 and are distributed through premier department stores, better specialty stores, ELLIOTTLUCCA.COM and growing international distribution.