Why Your 'It-Bag' Will Be Yesterday’s News Before You Even Break It In
Thea Elle
Mar 21, 2025
It starts with a well-placed whisper. A celebrity casually carries an unreleased bag, street-style photographers snap it up, and suddenly, it’s everywhere. Influencers flood social media with carefully curated posts, luxury publications crown it the must-have of the season, and just like that, a new It-Bag is born.
But the industry never stops moving. As soon as the hype reaches its peak, the fashion cycle resets. A newer, shinier bag takes the spotlight, and the once-coveted piece loses its grip. The resale market plummets, influencers quietly swap it out, and luxury brands nudge you toward their latest release. What seemed timeless was just another trend in disguise.
The It-Bag of last year? Now just another resale listing.
The ‘Investment Bag’ Myth
Luxury brands love to market their bags as “investments,” promising that certain styles will never go out of fashion. But even so-called timeless designs—think the CHANEL 2.55, the GUCCI Jackie, or the HERMES Kelly—aren’t immune to the industry’s constant reinvention.
Subtle changes in size, hardware, or material keep older versions looking slightly outdated. Limited editions create a sense of urgency, while strategic price hikes make newer releases feel more exclusive. And when a brand quietly stops producing a specific color or model, guess what? That “forever classic” suddenly feels less desirable. The truth is, the industry decides what holds value—and it’s always in their best interest to keep you wanting more.
Even the resale market isn’t safe from this manipulation. Once a bag loses its “It” status, secondhand prices drop, making room for the next trendy piece to take over. Meanwhile, luxury houses subtly reclaim their narrative by reviving older models with just enough tweaks to make past versions feel outdated. The result? Consumers are stuck in an endless loop of upgrading, repurchasing, and chasing the illusion of timelessness—when in reality, the only thing timeless is the industry’s ability to keep you spending.
The Carefully Orchestrated Hype
Nothing about It-Bag culture is accidental. Luxury brands don’t just release a bag and hope it becomes popular—they manufacture its success.
They start by placing the bag in the hands of A-list celebrities, ensuring the right photo ops before it even hits the market. Then comes influencer seeding, where social media is flooded with carefully styled posts that make the bag seem unavoidable. The final touch? Limited stock, which creates the illusion of exclusivity and drives panic-buying. By the time the average shopper finally decides to splurge, the next must-have is already waiting in the wings.
A classic handbag with updated details.
Breaking the Cycle
Want to avoid the designer treadmill? Start by recognizing the game. If you love a bag, buy it because it fits your style—not because a brand convinced you that your wardrobe is incomplete without it.
Trends fade, but confidence never does. Carry what you love, whether it’s this season’s hottest release or a forgotten classic. And if spending thousands on a bag that’ll be “out” in six months doesn’t sit right with you, well… high-quality dupes exist for a reason.
Because let’s be honest—there’s nothing worse than making monthly payments on a bag the world has already moved on from.
The Illusion of ‘Must-Have’
Every season, a new bag is positioned as the one to own. Carefully crafted marketing, influencer placements, and artificial scarcity make it feel like a once-in-a-lifetime purchase. But how many of these bags actually last?
The industry thrives on making you feel like you need the latest release. But take a step back, and you’ll see the pattern: today’s obsession is tomorrow’s clearance item. Before you buy, ask yourself—do you love the bag, or do you love the hype around it? That distinction could save you thousands.
A great bag isn’t about trends—it’s about how you wear it.
Buy the Bag, Not the Illusion
Fashion should be an expression of personal style, not a never-ending cycle of trend-chasing. The next time a bag is marketed as a “must-have,” pause for a moment. Would you still want it if no one else did?
Because if history has shown us anything, it’s that the It-Bag of today is the forgotten relic of tomorrow. And if that’s the case, maybe—just maybe—it’s better to sit this one out.
