25.11.2020

Alyssa Is Losing Her Mind Over Louis Vuitton’s New ‘It’ Bag

I, a millennial shopper, am apparently powerless before a product that combines two increasingly important elements: logomania and nostalgia.

If you’re a regular reader of this website, you know that we take pride in uncovering the deeper meaning behind fashion and retail’s biggest trends – especially those targeted toward millennial and Gen Z consumers. For instance: Why has every luxury brand under the sun slapped a conspicuous logo on everything possible? Because logos play well on Instagram and help to build brand awareness! Why are labels like Dior, Fendi and Versace reviving popular styles and products from decades past? Because millennial shoppers love a nostalgia moment! Why are designers like Alexander Wang bucking the traditional fashion calendar and delivery schedule? Because the kids love a drop! This knowledge has certainly helped me become a more careful shopper, as I consider every item’s longevity in my wardrobe – and its position in the general trend cycle  – for a long while before I make a purchase.

Too bad we millennials spend all of our money on avocado toast. Perhaps it’s time I kick the habit and start saving up for a trip to Louis Vuitton.

Louis Vuitton New Wave Chain Bag, $1,990, available here.

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