Is the era of it bags over?

Part I: Would you buy a luxury bag without the tag?

We recently discussed the rise of no-brand luxury and asked if you’d buy a no-label luxury bag. The responses were somewhat mixed on Instagram, although in our community there is still a clear preference for the classics: we are talking about Hermès, Chanel, Dior, etc. like those offered by Italic, this question has become inescapable. Everyone, simply put, is reevaluating their preferences.

The question that accompanies all this conundrum is whether the era of the “It” bag is over.Bagsthey are iconic bags that define fashion eras, status symbols that are seriously desirable and trendy (read: The Ultimate “It” Bag Analysis). But are they coming to an end…?


The “It” Bag: A Summary

The “It” Bag emerged as a phenomenon in the 1990s and its heyday continued into the 2000s. Recognizable, name-brand designer bags became instant status symbols. The 1997 Fendi baguette? Instant classic. So were Dior Saddle Bag (1999), Balenciaga City (2000), Chloé Paddington (2004) and, near the end of the It Bag era, Mulberry Alexa (2009). A number of other luxury bags look like It Bags, some of which are still somewhat popular today. For example, many consider the Chanel Classic Flap an It Bag; It’s not necessarily era-defining, but it’s instantly recognizable and a staple within the bag world.

Now, when people remember their It Bags, it’s not uncommon for them to get emotional. (The New York Times recently ran an article called “Me and My Baguette,” in which women explained why their first Fendi baguettes meant so much to them.) the same feeling, or meaning, that they once had.

Was any It Bag particularly important to you in the ’90s and ’00s? If so, tell us your stories below!


Dior saddle bag. @hallobeanme

Changing trends

Now, things are less simple. Numerous media outlets have proclaimed the “death” of the It Bag in recent months. “RIP the consumer phenomenon that rested on women’s shoulders and seized their wallets,” WWD recently wrote.

Other bags begin to take the place of It Bags as cultural symbols. As we wrote about in the first installment of this series, the rise of Instagram influencers and the emphasis on transparency around price and sourcing materials have helped change consumer dynamics. Consumers have begun to care less about brands and more about individuality and quality. Plus, more luxury bag brands have popped up at lower prices, like Mansur Gavriel and Staud, many of which embrace a minimalist aesthetic.

As Barneys New York fashion director Marina Larroudé saidWorld Water Day, the industry “is not like fashion 15 years ago, when it was about the Fendi Baguette and you saw it everywhere, the trends were very clear.”

Have you found your own bag tastes affected by changes in mindsets and styles?

Popular new bags from Senreve, Mansur Gavriel and Christopher Kane alongside the conventional Chanel WOC. @chase_amie

A popular Staud bag on IG. @jasminedowling

The “Return” of the It Bag

But, and this is PurseBop’s personal opinion, we really don’t think It Bags is completely “done”.

“Sales of designer-brand luxury goods are largely driven by emotion, so anytime a brand can touch that nerve, it’s going to be important,” Jeffry Aronsson, founder of Aronsson Group and former CEO of Oscar de the rent. , Donna Karan and Marc Jacobs, saidGlamor.

This understanding serves as an explanation for the continued success of Hermès and Chanel(read: Hermès profits increased by 15% in 2018). Birkins and Classic Flaps are iconic and still incredibly desirable. It also explains why new styles that can be considered It Bags, such as Gucci Dionysus and Dior J’Adior, have brought success and increased profits for their creators. These bags evoke feelings of contentment, affection, and indeed love.

Also, it’s true that It Bag is experiencing something of a comeback: BoF even published an article this month on Why It Bag is making a comeback. As you know, Dior has reintroduced the Saddle Bag and Fendi its iconic Baguette. Maybe it’s nostalgia that brought these bags back, but maybe it’s something else after all, something about them that makes them desirable even when the big trends have changed like the wind…

Gucci Dionisio

Dior J’Adior (and a Saddle Bag!) @mel_inmelbourne

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Love, PurseBop