Bagged and Branded: How Luxury Fashion Feeds on Your FOMO
Balenciaga Hourglass XS: A Mini Bag With Maximum Impact
Thea Elle
Apr 07, 2025
Nobody wakes up one day desperate for a monogrammed canvas tote. But then comes the TikTok flex, the unboxing porn, the silent judgment at brunch. Suddenly, a LOUIS VUITTON feels less like a want, more like a need.
You stroll into the boutique, ready to buy—and get hit with the classic “We’re out of stock.” The disappointment stings. You leave, not empty-handed, but fully indoctrinated.
You obsessively scan resale apps. The price is double, the condition is “loved,” but now? You’re all in.
And that’s the point. You’re not a customer. You’re a pawn in a meticulously crafted waiting game.
Fashion’s Favorite Game of Control
The Myth of the Unicorn Bag
Luxury fashion thrives not by producing bags—but by producing lack. The more you can’t have it, the more you want it. CHANEL, HERMÈS, and their designer cronies don’t just play hard to get—they play invisible.
Forget e-commerce. Think cryptic “wish lists,” hidden stock, and shop associates that act like high priests guarding the holy grail.
And no, it’s not rare because it’s exceptional. It’s rare because someone in marketing decided it should be.
“Loyalty” is Just Code for “Spend More”
You thought buying one bag meant entry into the elite circle? Adorable.
Want access to the “special” inventory? Be prepared to prove your worth—one overpriced lipstick, scented candle, and impractical wallet at a time.
You’re not rewarded for loyalty. You’re punished for having boundaries. And as you spend, the bar keeps moving.
The Velvet Rope of Retail
Investment? Or Imagination?
Let’s finally bury the myth that designer bags are “assets.” Unless you’ve got access to the holy grail of resale—think Birkins and the most sought-after, intentionally limited-edition pieces—you’re not investing. You’re consuming. And most of the time? You’re overpaying for something that will lose value the second you walk out of the boutique.
Yes, some people flip handbags for profit. But they’re playing in a niche, curated market where success depends on connections, timing, and brand-driven hype. It’s less “smart investing” and more “luxury day trading with a side of influencer clout.” For the rest of us? That BALENCIAGA Motorcycle Bag you once begged for is now tragically languishing on resale sites for a fraction of what you paid—its once-iconic status downgraded by trend fatigue and TikTok takedowns.
And don’t be fooled—brands don’t actually hate the resale market. In fact, they love it. It serves as free advertising, fuels the illusion of demand, and allows them to raise retail prices with impunity. When a CHANEL Classic Flap sells for more than retail on the secondhand market, it doesn’t validate your purchase—it validates their pricing strategy.
The resale economy isn’t an unintended side effect. It’s an extension of the strategy. It gives the illusion that you’re participating in some savvy game of fashion investing, when in reality, you’re feeding an ecosystem that was never designed for you to win. Most bags don’t age like fine wine—they age like fast fashion with a luxury label.
The Supply Shortage That Was Never Real
Think the Multi Pochette is gone forever? Think again. It’s sitting in a stockroom, waiting for the “right” client to come along. The one who earned it.
Scarcity in luxury is rarely real—it’s a script. A calculated drama. A performance designed to inflate demand by restricting access.
This isn’t capitalism. It’s emotional manipulation wrapped in leather.
You’re not a VIP—you’re just temporarily tolerated.
It Was Never About the Bag
Here’s the kicker: the bag was never the prize. It was bait.
The real product? Your desire. Your time. Your money. Your willingness to be led, played, and told you’re lucky to even be in the game.
Fashion doesn’t want you to feel good. It wants you to feel almost good enough. Close enough to crave. Far enough to chase.
And when you finally hold the bag? The high is fleeting. The price, however, is forever.
