The Rise of the Tote Bag
Cult? Check.
It has been five years since The Tote Bag by Marc Jacobs debuted. And yet, the boxy accessory holds its power to this day.
In its first year on the fashion market, the spacious design sold 100,000 units and quickly became an icon in the sartorial world. Now, things haven’t changed. Carried by the likes of Cardi B, SZA, Emily Ratajkowski, Kendall Jenner, Amelia Gray, Lisa Rinna, and Kim Kardashian, the ultimate tote bag gained a lengthy list of devotees — not to mention Jacobs himself, who in a recent limited edition of Highsnobiety appears surrounded by various designs of the renowned accessory that has now become synonymous with his creative legacy.
After the various minimalistic routes and the not so quiet luxury dominated the fashion industry with Gwyneth Paltrow’s court looks, many thought that the search for excessive pieces that featured labels’ iconographies would disappear. But not even. From Sofia Richie’s gray Dior logo mania set to Dakota Johnson’s pants filled with Gucci’s emblem, the trend of showcasing luxury logos is pretty much still it. Jacobs’ Tote Bag, with its giant and bold letters that read the purse’s name and the designer’s too, emerges as a must-have accessory for this excessive sartorial repertoire.
According to a recent analysis by @databutmakeitfashion, searches for the design have increased by 74% since its launch. As a versatile accessory, no wonder. Available in a variety of colors, sizes and materials, the design caters to different tastes and needs — whether it's your 9-to-5 job or a wild night out with the gang.
Beyond the versatility of the accessory, Marc Jacobs’ ability to merge high fashion with popular figures from mainstream culture solidifies The Tote Bag’s appeal — as well as the entire brand. With fun and whimsical campaigns featuring the likes of pop princess Sabrina Carpenter and Brat Diva Charlie XCX, The Tote Bag also makes some special appearances as seen in the likes of model Christy Turlington, singer Clairo, and actress Dakota Fanning.
But most recently, Marc Jacobs’ cunning skill in drawing Millennials and Gen Z through pop culture was fulfilled with a video from TikToker Nara Smith. Renowned for making things such as cookies and toothpaste from zero in her sleek kitchen with luxury clothes, Smith makes a cherry red Tote Bag from scratch, as the new face of the brand in what was a brilliant way to appeal to the public.
Appeal, it did. Now with quite a reputation, it's impossible to think of fashion — and Marc Jacobs — without remembering the famous boxy bag that has achieved a certain cult status for its intriguing connection with mainstream culture and its versatility that keeps drawing one in.
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