
Ava Parr is a beauty, style & design, and travel…
The Timeless Allure of the “It Bag.” Redefining Luxury and Sustainability in 2025.
For decades, the “It bag” has symbolized fashion’s apex, blending utility with status. From Fendi’s iconic Baguette to Hermes’ timeless Birkin, these luxury staples have transcended trends to define eras. Today, the “It bag” has evolved, reflecting new consumer values: sustainability, versatility, and quiet luxury.
A Brief History of the “It Bag”
- 1990s-2000s: The rise of must-have designs like the Prada Bowling Bag and the Chloe Paddington.
- 2009 Crisis Impact: Economic shifts redefined consumer priorities, steering away from overt opulence.
- 2020s: A resurgence of understated classics and eco-conscious designs.
The Post-Pandemic Luxury Reset
The pandemic reshaped consumer habits, highlighting values like practicality and environmental responsibility. As a result:
- Minimalism Leads: Neutral tones and versatile designs dominate.
- Function Meets Fashion: Bags are now designed for both professional and personal use.
- Investment Appeal: Resale platforms highlight enduring value.
Quiet Luxury: A New Chapter in Status Symbols
Luxury now whispers rather than shouts:
- Subtle Branding: Think Bottega Veneta’s intrecciato weave over bold logos.
- Craftsmanship Over Glitz: High-quality leather and artisanal detailing.
Sustainability as the New Luxury
Eco-consciousness drives the future of luxury handbags:
- Materials Matter: Innovations like vegan leather and recycled textiles.
- Circular Fashion: Pre-owned “It bags” gain mainstream appeal.
- Brand Initiatives: Gucci’s Off The Grid collection and Prada’s Re-Nylon range.
Emerging Icons: The Modern “It Bags”
- The Versatile Tote: Examples include Saint Laurent’s Icare Maxi Tote.
- Compact Crossbodies: A staple for urban living, like Loewe’s Puzzle Bag.
- Nostalgia Revisited: Reissued classics like the Dior Saddle Bag.
Tech Meets Fashion: The Digital Evolution
- NFTs and Bags: Digital “It bags” as collectibles in the metaverse.
- AR Shopping: Try-before-you-buy features.
- Blockchain Authentication: Ensuring product authenticity.
Celebrities and Social Media’s Influence
A-listers and influencers continue to dictate trends:
- Instagram Moments: Stars showcasing unique bag pairings.
- Brand Ambassadorships: Zendaya’s campaigns with Valentino.
Resale Revolution: Democratizing Luxury
- Platforms Like Vestiaire Collective: Affordable access to classic “It bags.”
- Smart Investments: Bags like Chanel’s Classic Flap retain or increase value.
The Future of the “It Bag”
With technology, sustainability, and quiet luxury leading the charge, the “It bag” evolves while retaining its allure. The focus on individuality and timeless design ensures its relevance for years to come.
As we embrace 2025, the “It bag” embodies more than a status symbol. It reflects a shift towards mindful consumption and enduring style, bridging past traditions with future innovations. The ultimate “It bag” isn’t just a purchase—it’s a legacy.
“It bag” FAQs
- What defines an “It bag” today?
- A balance of timeless design, functionality, and sustainability.
- Are “It bags” still relevant?
- Yes, but with a focus on understated elegance and eco-conscious materials.
- Which brands are leading the sustainability movement?
- Brands like Prada, Gucci, and Stella McCartney are pioneers.
- How has social media changed the “It bag” phenomenon?
- Platforms like Instagram amplify trends and drive global demand.
- What are the top investment bags of 2025?
- Chanel’s Classic Flap, Hermes Birkin, and Bottega Veneta’s Mini Jodie.

Ava Parr is a beauty, style & design, and travel writer for Pursuitist. Based in Chicago, Illinois, Ava is a Loyola University Chicago student with a focus on Marketing and Brand Strategy.