Is    the    Era   of    the    It-Bag  Over?

Written By Maxine Nguyen-Doan

Once the ultimate symbol of status, the It-bag ruled fashion for decades. From the Chanel 2.55 to the Dior Saddle and the Hermès Birkin, these bags weren’t just accessories. They were cultural icons. They showed up in paparazzi shots, dominated magazine spreads, and topped wish lists around the world. But as trends shift and shoppers rethink what luxury means, it’s fair to ask: is the era of the It-bag coming to an end?

Coco Chanel 2.55 Bag (1955)

Photo: https://pin.it/594bnfnfS

An It-bag is more than just a popular design. These bags became famous not just for their look, but for what they represented: exclusivity, wealth, and cultural relevance. Some of the most iconic examples include the Chanel Classic Flap, the Fendi Baguette, and the Hermès Birkin. They were often linked to celebrities, limited supply, and long waitlists, which only made them even more desirable.

Hermès Birkin 

Photos: https://pin.it/7e8IRa8QN, https://pin.it/7x3ncoP1G, https://pin.it/5QwwkBA4R

The early 2000s were the golden age of the It-bag. Magazines, red carpets, and celebrity culture made certain bags feel essential. If you had the latest Dior Saddle or Balenciaga City bag, it said something about your place in the fashion world. Brands leaned into this hype, turning bags into their most visible and profitable products.

Gisele Bündchen and Rhea Durham for Dior (Spring/Summer 2000 campaign)

Paris Hilton in a white beret, white pleated mini skirt, Dior saddle bag, powder blue jacket, and wedges

Photo: https://pin.it/32ckt4aIF

Kim Kardashian with a Balenciaga Bag collection in the 2000s.

Photos: https://pin.it/2WfOB7i7y, https://pin.it/5gWPO4TWT

But things have started to change. Today’s shoppers, especially younger generations care less about owning the “right” bag and more about why they’re buying one. Quiet luxury is on the rise, and flashy logos feel out of step with a culture that values subtlety, sustainability, and individuality.

Search interest in “quiet luxury” shows this shift clearly. The term had multiple waves of attention, with major peaks in October 2024, December 2024, and its highest spike in July 2025. This trend reflects a growing movement toward low-key, thoughtful style choices, and a step away from loud, logo-driven pieces that used to define status.

Ironically, the same platforms that helped boost It-bags may have played a part in their downfall. On TikTok and Instagram, trends move fast and once something goes viral, it can feel overdone within weeks. Bags that once took years to become iconic now hit their peak and fade in a single season. The mystery and exclusivity that made It-bags special just don’t work the same way in an online world.

While the classic It-bag may be fading, new kinds of statement bags are still finding space in fashion. The Telfar Shopping Bag became a symbol of accessible luxury. The Coperni Swipe Bag went viral for its unique design and runway moments. Even brands like Loewe and Bottega Veneta are gaining attention, not through logos, but through quality, creativity, and craftsmanship. The shift isn’t about losing interest in bags, but it’s about redefining what matters.

Telfar Shopping Bag. 

Photo: https://www.them.us/story/telfar-shopping-bag 

Dame Maggie Smith with the famous Loewe Puzzle Bag. 

Photo: https://www.vogue.de/artikel/loewe-puzzle-bag-shopping 

So, Is the It-Bag Dead?

Not exactly. It’s just no longer the only way to signal style or status. Fashion is moving towards pieces that feel personal, purposeful, and less trend-driven. The It-bag hasn’t disappeared. It’s evolved. And maybe that’s a good thing. Instead of chasing the next big thing, we’re finally asking: does this bag say something real about me?

XOXO, The Fashion Stock Market

Editor: Felicity Field

Maxine Nguyen-Doan
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