A new look for a FEED bag

Since model and presidential scion Lauren Bush unveiled her humble burlap FEED bag in 2007, its sales have provided nearly 69 million meals to malnourished children worldwide.

Now, the unlikeliest It bag ever is getting a makeover, thanks to Holt Renfrew and designer Tory Burch.

The new style – trimmed with a graphic woven pattern by Spanish artisans and boasting Burch's intersecting T logo – became available online last Monday through www.holtrenfrew.com and will arrive in stores May 10 for a limited time.

"We are super-thrilled with how it came out," Bush said during a recent conference call with Burch. "Tory has a fun colour aesthetic that lends itself to artisan-made products."

Over the past five years, FEED has been spun off into numerous items, including T-shirts, scarves and even a teddy bear. The Holt Renfrew design – "a lot of style for $50," Burch enthused – gives new lift to the cause.

"It broadens the reach and the appeal," Bush said. "I think it can only help [our]brand and keep it fresh."