So THIS Is How an It Bag Is Born
Every season, designers release hundreds of different handbag styles, but only a rarified few make it to It-bag status. So what's the secret sauce for these next-level accessories? SheFinds took an in-depth look at the entire process, from ideation to marketing to the inevitable bursting of the bubble.
What did we glean from the report? For starters, the name of a bag can make all the difference. SheFinds explains how Hermès had originally been selling the Kelly bag under the name "Sac à dépêches," but it gained popularity once the brand renamed it after Grace Kelly, who was spotted carrying the bag.
Another fascinating finding we learned: A bag's timing is ultra-important. For instance, Proenza Schouler released its PS1 bag right after the brand won its CFDA Womenswear Designer of the Year Award in 2008, which capitalised on industry buzz.
Head over to SheFinds to see a breakdown of the entire process, and scroll down to see and shop some our favourite It bags of the moment!