evian has marked its 200th anniversary with the launch of the 200 Years Young collection, a collaboration with British artists Ed Curtis, Hattie Stewart, and Diana al Shammari. Created in celebration of the brand’s long-standing partnership with Wimbledon, the limited-edition release consists of three bottle bags designed to bring a playful and artistic interpretation to tennis culture. Each accessory is constructed from a soft, puffer-style material and is intended for use both on and off the court.
Each artist brings a distinct visual approach to the collection. Ed Curtis covers his design with swirling graphics, tennis balls, strawberries, and hand-drawn lettering. Hattie Stewart uses colorful illustrations and expressive characters inspired by the atmosphere of The Championships. Diana al Shammari takes a more delicate approach, incorporating embroidered motifs of tennis racquets and botanical elements surrounding a central “200” graphic.
Image Credit: Evian
What's Driving This Trend
- Artist-led Sports Accessories
- Limited-edition collaborations between heritage brands and visual artists create collectible lifestyle products that extend sporting events into everyday fashion culture.
- Event-based Brand Collectibles
- Major tournaments and anniversaries provide fertile ground for branded merchandise that blends scarcity, storytelling, and fan identity into premium consumer goods.
- Functional Hydration Fashion
- Soft bottle bags and wearable beverage accessories signal a shift toward utility-driven fashion that makes hydration more expressive, portable, and socially visible.
Who This Affects Most
- Beverage
- Premium water brands are expanding beyond packaging into lifestyle accessories that reinforce brand heritage while opening new touchpoints with culture-driven consumers.
- Sports Marketing
- Tournament partnerships increasingly function as creative platforms where sponsors can translate event prestige into collectible products and fan engagement moments.
- Fashion Accessories
- Playful puffer materials, artist graphics, and sport-inspired motifs are reshaping accessories into cross-category products that sit between performance, fandom, and design.
