This Marc Jacobs bag may not be an It bag, but it's still fabulous! Photo credit: Kekka
What is up with brands marketing It bags? From a business point of view, it's genius, but to all of us fashionistas, is it really that important? The whole idea of this It bag is that it's the hottest item of the season, but after the season's over, it's history. What's up with that? To me, I think an It bag should be fashionable at all times, whether the season's over or not. Why use a bag for only 6 months, when you could use it for years? Bottega Veneta's designer, Tomas Maier, says, " I don't like It bags, and we don't do It bags. A bag doesn't become important because you put it in an ad campaign or on the arm of a celebrity or because it's the bag of the season and you say there's a waiting list. That's bullshit. It's just marketing." Right on! I think it's absolutely silly to spend thousands of dollars on a Gucci bag that no one will want to see later. But if that's how some people do it, then so be it.
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