The latest status bags aren’t defined by look-at-me logos or heart-stopping price tags. Instead, savvy customers are seeking anonymity and accessibility. Here, how the sub-$350 purse came to reign.
phenomenon cemented the concept of the “It” Bag, it was the original, Y2K-era “Sex and the City.” There, in co-starring roles, were Dior’s Saddle Bag, Fendi’s Baguette, Gucci’s Belt Bag and Judith Leiber’s crystal clutch. And, of course, the Hermès Birkin, whose cameo introduced the masses to the concept of a bag that demanded not only a four-figure minimum outlay but a waiting period, much to the ire of Samantha .
These bags’ logos are subtle. “The logo is becoming part of the design,” explained Chelsea Hansford, creative director of Simon Miller, the Los Angeles brand behind popular It Bag styles the Puffin and the Retro, which boast a clean, understated logo. Mary Ping, the designer for Ro Bags, who is based between New York and Los Angeles, has observed customers gravitating toward styles with recognizable silhouettes or signifiers instead of garish logos.
Social-media popularity is one key to cementing modern It Bag status, said Ms. Mayo. Perceived sustainability is another. Celebrity fans including Selena Gomez and Emma Roberts helped secure “It” cachet for Warsaw label Chylak’s designs. But creative director Zofia Chylak suggested that some of her styles’ Birkin-like wait lists, which have been known to exceed 15,000 eager buyers, are fueled by the brand’s eco-conscious efforts.
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