Lynn Handbag Maker's Viral Masters Moment

Couture Planet's recycled newspaper bag carried by Rory McIlroy's mom sparks surge in interest for local business.

Apr. 19, 2026 at 7:03pm

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A high-end, photorealistic studio still-life photograph of a sleek, modern handbag made from recycled newspaper materials, resting on a clean, monochromatic seamless background. The bag is the central focus, with dramatic studio lighting and deep shadows highlighting the premium materials and clean geometric design.A Couture Planet handbag, crafted from recycled newspapers, found unexpected viral success when carried by Rory McIlroy's mother at the 2026 Masters tournament.Lynn Today

Couture Planet, a women-owned business in Lynn, Massachusetts that creates fashion-forward handbags and accessories from 100% post-consumer newspapers, found unexpected viral success when one of their bags was spotted being carried by Rory McIlroy's mother, Rosie, during the 2026 Masters tournament. The exposure led to a spike in website traffic and renewed interest in the brand, which has been operating out of Lynn for over a decade.

Why it matters

The viral moment for Couture Planet highlights the power of unexpected product placement and the ability of small, local businesses to capture national attention. It also showcases the enduring appeal of sustainable, recycled fashion and the creativity of Lynn's entrepreneurial community.

The details

Couture Planet was founded in 2009 by business partners Kathy Cormier and Michelle Kane as a recycling project, and has since grown into a dedicated small operation producing a variety of handbag designs featuring newspaper and magazine imagery. The company was granted a loan through Lynn's Economic Development and Industrial Corporation (EDIC) which allowed them to move to a dedicated workspace at the historic Lydia Pinkham Laboratory and Studios, where they have been based for over a decade.

  • In 2025, Rory McIlroy won the Masters tournament.
  • A year later, in 2026, Rory's mother Rosie was photographed carrying a Couture Planet bag featuring imagery from Rory's 2025 Masters win during the 2026 tournament.
  • The viral exposure led to a spike of 8,000 visits to Couture Planet's website in a single day.

The players

Couture Planet

A women-owned business located in Lynn, Massachusetts that creates fashion-forward handbags and accessories from 100% post-consumer newspapers.

Kathy Cormier

Co-owner of Couture Planet.

Michelle Kane

Co-owner of Couture Planet.

Rory McIlroy

Professional golfer who won the Masters tournament in 2025.

Rosie McIlroy

Rory McIlroy's mother, who was photographed carrying a Couture Planet bag during the 2026 Masters tournament.

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What they’re saying

“I want the visuals to be really good, but I also think about what people connect with. Some people love fashion, some love food, others want sports.”

— Michelle Kane, Co-owner, Couture Planet

“There were a lot of slow years. It wasn't for the faint of heart. You had to be willing to keep going.”

— Michelle Kane, Co-owner, Couture Planet

“The city has been great to us. They took a chance on us, and we're still here because of that.”

— Michelle Kane, Co-owner, Couture Planet

“I recorded the Par 3 Contest, which is on the Wednesday of the Masters. I came home, played it back, and there I saw Rosie McIlroy. I said, 'Stop! Freeze-frame it!' I started taking pictures of her on the television because she was holding that bag. I couldn't believe it.”

— Michelle Kane, Co-owner, Couture Planet

“We've tried to get bags to public figures before, and nothing ever came of it. This time, it actually worked.”

— Michelle Kane, Co-owner, Couture Planet

What’s next

Couture Planet is working on releasing a new 2026 Masters-themed bag featuring Rory McIlroy's latest win, and the company is aiming to get this new bag directly into Rosie McIlroy's hands as well.

The takeaway

The viral success of Couture Planet's recycled newspaper bag carried by Rory McIlroy's mother at the 2026 Masters demonstrates the power of unexpected product placement and the ability of small, sustainable businesses to capture national attention. It also highlights the enduring appeal of Lynn's entrepreneurial community and the city's support for local innovators.