Hooop the Bag® is an extra-ordinary bag project which was born on an embroidery hoop in 2012 in Milano. The story began on

the new chapter of my life in Milano by meeting with those old friends that I remember from my childhood; those divine hoops

that were used for making fascinating embroideries, and needleworks by my grandmother’s and my mother’s hands… and

those same hoops that was taken apart from the colourful and cheerful crafts when their task was over and thrown away, and

losing their chance of becoming a part of a dazzling and enthralling piece of artwork… My mission on this project was to save

those nostalgic wooden frames from being just a tool and to make them live with the embroideries happily ever after as the

stars of modern bags. All the bags are uniquely handcrafted and aim to honor the value of craftsmanship.

They take the inspiration from our grandmothers’ legacy and keep their spirit alive while combining it with today’s soul.

And here is the story of Hooop the Bag®, the modern presentation of tradition. 

® It is patented by its design and industrial rights in 2014.


THE UBM Best Handbag in Overall Style and Design - INDEPENDENT HANDBAG DESIGNER AWARD 2018 (USA)



Gizem Yücelen is a Istanbul based multidisciplinary designer, artist and crafter. 

She studied Advertising in Istanbul Bilgi University and had her master degree on Fashion & Textile Design in NABA Milano

where she built her path to Hooop the Bag®. Now she is doing her Doctorate in Textile at Marmara University in İstanbul

while she has been working as lecturer in Okan University Fashion Design Department.