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For years now, the mantra for handbag makers has been “the smaller, the better.” This craze for all things très petit peaked in 2018 when Jacquemus’s Le Chiquito bag became the It Bag for celebrities like Rihanna and Kim Kardashian — despite the fact that, at a mere 4.5 inches by 3.5 inches, it holds your keys, a few credit cards, and maybe a lipstick.
The mini trend kicked off an arms race between luxury brands to see who could make their staple bags the smallest. (Chanel sold a trunk of four shrunken-down bags in 2020, and the Hermès mini Kelly is a must-have for any TikTok influencer worth their weight in Epsom leather.) But the laws of fashion dictate that the pendulum must eventually swing in the other direction, making it a matter of time before someone broke from the pack and returned to the kinds of bags you can cram your whole life into — a “ludicrously capacious bag,” to borrow a phrase coined by Succession’s Tom Wambsgans. In many ways, it’s no surprise that that brave brand chartering this new course in handbag size would be Coach, helmed by Stuart Vevers.
“Coach has one of the most successful rebranding stories I’ve seen in my career,” says Jessica Andrews, senior content director of PS. “It engages with the zeitgeist in an authentic and intuitive way, from Coachtopia’s focus on circular fashion to its viral banana- and heart-shaped handbags that are always trending on TikTok. The new Coach is cool, innovative, and accessible, while appealing to the values-driven shopper.”
Coach’s latest hit is the Brooklyn bag, which was number two on Lyst’s Index of the Hottest Products for Q3 of 2024. Debuting in Summer 2024, the style took off the moment supermodel Bella Hadid was papped in the oversized brown suede version earlier this summer. That’s when it caught the eye of Hillary Kerr, chief content officer of Who What Wear and Marie Claire.
“There’s something about the supersized proportions that just felt very relevant, and I appreciated the simplicity of the design too. A big bag can really wear you, but this one was so sleek, it felt very cool and complimentary,” she says. “Plus, with everything going on in fashion and the resurgence of bohemian style, I thought it was a great option for dipping into that vibe without being too trendy or costumey.”
The Brooklyn is different from the back-breaking styles you might remember from the aughts: Unlike those totes, which were packed to the gills with decorative flourishes and heavily adorned handles, it’s composed of just …read more
Source:: Refinery29
