non sense

After comparing the winning entry with the brief, and seening the huge non-alignment between the two, I really don't understand based on what criteria this entry was chosen to win?!

The brief says
"They should express a visual aesthetic that reflects the Baraboux woman: a modern nomad, who is elegant, practical and assertive world traveler."

Can anyone please explains to me how that was interpreted in the design?

Also most of the shortlisted designs don't look good, even though some of them look way better than the winner's, I know you guys tried your best, but the whole competition was mess and doesn't make any sense, sorry to say that.