It Bag

And super talented, really smart, great woman.

But it's hard as a designer to have lightning strike twice with finding an it bag silhouette that gets that kind of traction.

Yeah.

Yes.

And to me, that is like now the bag as reflecting human evolution, like, the explosion from the bag as tool into the bag as commerce.

That's where the it bag comes in.

What is an it bag, and how do you feel about them?

An it bag is a bag that is able to, after an era, define that era.

It is the hot bag of the moment.

It's, like, the bag that all the celebrities have.

Perhaps they were gifted it.

It is something that is easily recognizable as, "[gasps] She has that? Wow, she must be important." The value just comes from other people wanting it, and from branding and advertising telling you that you should want it.