Archive for : December, 2014

Everything you want to know about It bags

If you have been watching ‘chick flicks’ or series from the 90s or the early 00s, you will probably have heard of the concept of the “It bag”. Some think the trend of the It bag started with Sex and the City, but opinions differ on the exact genealogy of the bag. This blog, however, will shed more light on what might explain the rise and fall of this particular bag.

Before elaborating on the history of the It bag let’s first shortly summarize what an It bag refers to. Wikipedia defines the It bag as following: “[…] a colloquial term from the fashion industry used in the 1990s and 2000s to describe a brand or type of high-priced designer handbag by makers such as Chanel, Hermès or Fendi that becomes a popular best-seller.” The first It bag was probably designed in the 40s or 50s by the Italian fashion designer Giuliana Camerino . She was the first one to include a specific pattern or another unique element. It’s of course this uniqueness which makes the It bag such a sought after item.

However, it wasn’t until the 90s when the term ‘It bag’ was coined. Designers did their best to create a bag that could become the season’s most wanted bag. This not only required a good design, but also clever marketing. It bags have been designed by designers ranging from Vuitton and Gucci to Chanel and Fendi. The It bag obsession also opened up markets for remakes. Such fake It bags are sold all over the world.

Nowadays, however, the popularity of the It bag is starting to wane. It is simply no longer in fashion to own the It bag of the season. People have become more interested in owning bags with a specific story. Fashionistas like to be seen as unique, and the It bag only speaks of uniformity.