A Storybook Escape
Our New Toile-Inspired Print
Every carry has a story, and this one begins in Europe.
While traveling, Ami was inspired by a timeless textile she kept seeing woven into interiors and fashion alike: toile. Romantic, detailed, and steeped in history, the print sparked an idea. What if we reimagined this heritage pattern and did it the Lug way?
A Timeless Pattern
Toile, short for Toile de Jouy, first appeared in France in the 1700s. Meaning “cloth from Jouy,” it originated in the town of Jouy-en-Josas near Versailles and became known for its peaceful countryside scenes and storytelling motifs. For centuries, toile has carried a sense of heritage, romance, craftsmanship, and nostalgia.
When we started talking about it, we knew this would be very special. We wanted to achieve that toile-inspired print, done in a Lug way. It’s almost like storytelling with your Lug bag. It’s so pretty and cute, I love all the details.
— AMI RICHTER, LUG CO-FOUNDER & DESIGNER
Inspired by tradition but grounded in modernity, Storybook blends that old-world charm with fresh color palettes, blush, sage, charcoal, butter yellow; tones that feel both timeless and new. It’s exactly why toile continues to cycle back into fashion and interiors: it never truly goes out of style.
Sketching the Story
Back at Lug HQ, Storybook began to take shape. From early sketches and mood boards to careful placement of every line and curve, the print was designed to delight the eye and spark curiosity.
Hidden in plain sight, subtle sketches of some of our most beloved styles peek through the design, nestled into scenic moments; tucked between trees, or wandering through playful landscapes. It’s a whimsical twist on classic French toile, where our fan-favorite bags live their own little stories. Can you spot the iconic Puddle Jumper Tote?
Because at Lug, storytelling has always gone further. Even our bags have names. Each silhouette carries its own personality, its own purpose, its own little destiny. Storybook leans into that heritage, celebrating the designs that have become part of your everyday chapters.
It’s playful, artistic, and carries that signature Lug creativity.
Hidden Stories in Every Detail
“You’re going to love it,” Ami promises.
And she’s right. Storybook isn’t just a pattern; it’s a nod to centuries of craftsmanship, reimagined with color, charm, and a wink of personality. By honoring tradition while weaving in modern palettes and nostalgic favorites, this collection invites you to explore and discover – one delightful detail at a time.
A little story awaits; be the first to carry Storybook.
Every carry has a story; discover more tales from Lug below.
19 comments
When will this be available
When will this be available
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I received the Scoop in the Storybook Blue. Lug had touched my heart in so many ways. It began with loving the organization, and then with the inspirational cards giving me the feels several different time, exactly at the moments I needed them. Like a sign from above. Gives me cold chills thinking about it. Also, I am so in sync with Ami, she is the sweetest person I’ve ever seen, and want to meet someday. Care Bears are my heart. The way my name is pronounced, I always thought I was a Care Bear at a very young age, it’s strange, but I was a Brownie and a Girl Scout, also I have a heart bigger than the moon, is what people say about me. Wicked is one our families traditions, and every bag Ami creates she puts so much love and imagination into. The Storybook print is gorgeous and explains my own journey with Lug, my traveling has become so much easier. I love to pack and unpack now because of the organization. My Scoop is like my own personal jorney and I absolutely love it!!!! It truly has my heart.
More than anxious to see🥰