Fashion is an ever-evolving world where trends rise and fall at the speed of light. For decades, the “It” bag—the one luxury purse that every celebrity, influencer, and fashionista seems to carry—was the ultimate symbol of status, desirability, and exclusivity. These bags, often the result of years of brand heritage and high-profile celebrity endorsements, became synonymous with luxury, sophistication, and the influence of pop culture.
However, over the past few years, the reign of the celebrity-driven ‘It’ bag has waned significantly. With social media reshaping the fashion landscape, a new generation of influencers, designers, and niche brands has emerged, turning the traditional notion of the “It” bag on its head. The rise of new digital platforms, particularly Instagram and TikTok, has given a voice to smaller, lesser-known brands, enabling them to bypass traditional celebrity endorsements and harness the power of influencer-driven trends.
In this article, we explore the death of the celebrity ‘It’ bag and examine what is taking its place. We will look at how social media has redefined what it means to be an influential fashion icon, how smaller brands are winning over the hearts of fashion enthusiasts, and how a shift toward individuality and niche appeal is transforming the luxury handbag market.
The Death of the ‘It’ Bag
Historically, the celebrity ‘It’ bag was the pinnacle of luxury and style. From the Louis Vuitton Speedy, famously carried by Audrey Hepburn, to the Chanel 2.55, coveted by nearly every fashion lover, these bags were elevated to iconic status by the stars who carried them. Celebrities like Kate Moss, Sarah Jessica Parker, and Victoria Beckham were often seen with the latest “It” bags, pushing them into the public consciousness and making them the ultimate must-have item. If a celebrity carried it, you were almost guaranteed that it would be the next big thing.
However, over the past decade, the power of celebrity-driven trends has begun to wane. The rise of social media, especially Instagram and TikTok, has changed the way people interact with fashion. Instead of waiting for high-profile influencers to dictate the trends, a new generation of digital-native fashion icons has emerged, offering more accessible and diverse perspectives on style.
Social media platforms have allowed anyone—whether they’re a celebrity, influencer, or everyday person—to curate their fashion identity and gain a following. No longer is the power solely in the hands of the few “It” girls and boys who populate the red carpets. Now, niche influencers with smaller, more dedicated followings can have just as much, if not more, influence on fashion trends. This democratization of fashion has shifted the focus from the celebrity “It” bag to smaller, emerging brands that speak to individuality and authenticity.
Influencer-Driven Trends and the Rise of Niche Brands
As the influence of traditional celebrity endorsements has diminished, influencer-driven trends have taken center stage. Social media influencers—many of whom have millions of followers—are now at the forefront of shaping fashion trends. Unlike traditional celebrities, influencers are more relatable to their followers, offering a closer, more personal connection to their audiences. This accessibility has made them the new tastemakers in fashion, particularly in the world of handbags.
Influencers today don’t just show off high-end, well-established luxury brands—they champion smaller, lesser-known labels that align with their personal aesthetic and values. Brands like Jacquemus, Bottega Veneta, and Loewe have all gained popularity not just because of their designs but because of their ability to tap into the influencer market and gain traction on platforms like Instagram and TikTok. What makes these brands stand out is their authenticity and the way they position themselves as counterpoints to the mass-market luxury bags that were once staples of the celebrity world.
Niche brands are able to thrive today by appealing to a younger, more diverse audience that values individuality over exclusivity. These smaller brands are focused on creating unique, high-quality bags that aren’t necessarily driven by celebrity endorsements but instead by a strong sense of design, craftsmanship, and community. They’ve built their reputations around being “different” from the typical luxury brands that dominate the fashion industry.
The Shift Toward Individuality and Personal Expression
Perhaps the most significant factor in the death of the celebrity ‘It’ bag is the shift toward individuality and personal expression in fashion. In an age where consumers are increasingly aware of their personal values, fashion has become less about fitting into a pre-determined mold and more about standing out and expressing one’s unique style. The “It” bag was once a symbol of conformity—if you had the bag, you belonged to a certain social group or class. But today, fashion has become a more inclusive and individualistic space.
Younger generations, in particular, are rejecting the idea of following trends just because they’re popular. Instead, they are seeking bags and accessories that speak to their unique identities, whether that means opting for a quirky, hand-crafted bag from a small artisan or a vintage piece with a rich history. There is a growing desire for personal style that transcends the desire for mass-market luxury, and this has contributed to the rise of smaller, more niche brands that are able to offer something unique and special to consumers.
In addition, sustainability has become a significant factor in the purchasing decisions of today’s fashion consumers. Younger generations are increasingly concerned about the environmental and ethical impact of their purchases, which has led many to gravitate toward smaller, eco-conscious brands that are transparent about their production processes. In contrast, many of the high-end “It” bags were often produced in large quantities, contributing to the over-consumption and environmental damage that consumers are now trying to avoid.
The Rise of Digital-First Fashion Labels
With the advent of digital marketing, some brands are skipping the traditional fashion show and celebrity endorsement routes altogether. Instead, they are building their followings online, focusing on Instagram, TikTok, and other platforms to engage with their audience directly. Digital-first fashion labels are capitalizing on the ability to connect with their followers in a way that traditional luxury brands have not.
One of the key examples of this phenomenon is the rise of brands like Telfar, a gender-neutral and inclusive brand that has gained a massive following despite not relying on celebrity endorsements. Telfar’s bags, which are highly coveted in fashion circles, have achieved “It bag” status without the typical celebrity push. Instead, the brand’s focus on inclusivity, accessibility, and community-driven marketing has resonated with a younger, more diverse audience that values authenticity over the traditional symbols of luxury.
Other emerging labels, such as Amina Muaddi, Cult Gaia, and Staud, are similarly challenging the traditional luxury model by engaging directly with consumers through social media and creating designs that reflect the values and preferences of a new generation of fashion lovers. These brands are able to build a loyal following because they understand the power of storytelling, transparency, and authentic engagement with their audience. They know that in today’s fashion landscape, it’s not just about what’s hot, but why it’s hot—and who it’s hot for.
The Future of Luxury Handbags: Beyond the ‘It’ Bag
As we look ahead, it’s clear that the era of the celebrity-driven “It” bag is behind us. In its place, we are witnessing the rise of smaller, more innovative brands that have embraced the power of social media and are reimagining what luxury handbags can be. Consumers no longer want bags that simply signal status—they want bags that reflect their individuality, their values, and their style.
As the luxury handbag market continues to evolve, we can expect to see more brands embracing digital-first strategies, focusing on inclusivity, sustainability, and authenticity. The lines between mass-market and luxury will continue to blur, as consumers demand more from the brands they support, whether that means higher ethical standards, more unique designs, or deeper connections to their personal identities.
While the traditional celebrity “It” bag may be dead, its replacement is already here: a new era of handbags that are defined not by their association with a select group of celebrities, but by their ability to resonate with the diverse, digital-savvy, and highly engaged fashion consumers of today.
