The first bag that model, activist and poet Kai-Isaiah Jamal ever obsessed over wasn’t a high-ticket, high-fashion piece – but a Nike ‘Just Do It’ bag. ‘[In school it was] the moment’ they explain. ‘We all had them in different colours and they were seen as the coolest. As I matured it was digging for vintage Prada, Gucci, Chanel. I remember this black Prada bag that was basically glued to me forever once I had purchased it’.
That democratic approach to style feels particularly pertinent now. Because – spoiler alert! – 2024’s ‘it’ bags don’t necessarily demand six months’ salary or a members’ club-style waiting list. Nor, however, are they suspiciously cheap, designed to be ditched after one season (or less) – Wandler, Coperni, Chylak and Puppets & Puppets all have great takes.
See also Ganni’s Bou bag (starting price? £285). The peppy, hexagonal design with plaited handles is playful without being gimmicky is testament to the democracy of Danish design. For Ditte Reffstrup – the woman who, as creative director of Ganni has wrought huge influence on what we wear and how we shop – it is illustrative of ‘next-gen luxury’.
‘As we phased out virgin leather last year, we aimed to create a bag using virgin leather alternatives that could live up to our responsibility ambitions, and so we chose recycled leather. We created "Bou" as the perfect plus-one for all scenarios, whether you are off to the office, going to dinner, or at the grocery store.
'She is meant to come with you anywhere, and we purposely wanted to create a bag at a price point that also feels attainable. We named her after the nickname for my oldest daughter Betty Lou, we call her Bou, because this next-generation perspective was so central to what we wanted to do with the Bou.'
Sweet story – but fitting too; the Ganni ethos has always been about family – chosen and literal. So for the new season Bou bag campaign (now in silver, gradient pink and leopard) they gathered friends from their community – Tess Carter, Peng Chang, and Jamal – to star in the campaign. ‘I love how inviting and inclusive the brand is,’ says the latter.
Ganni Leopard Mini Bou Bag
GANNI Olive Mini Bou Bag
Ganni Light Grey Mini Bou Bag
GANNI Brown Small Bou Bag
‘It feels like they understand the current and move with the world around it. it feels young and fresh and has a particular way to make you feel empowered. Also — who could not love a leopard print bag that’s this cute?’
As for what’s in their Bous? ‘Phone, keys, and a face mist,’ says Reffstrup. ‘I am a bit of a beauty product freak and love dewy skins, but I also always have a snack in my bag, because I am high maintenance on snacks all hours of the day!’ And for Jamal? ‘A pair of clear glasses in the bag if I have sunglasses on my face or vice versa, a good fragrance (often Ella by Loewe), a packet of cigarettes but never a lighter and a lip gloss and a du-rag to keep these braids fresh!’ Personality plus practicality? Therein lies the appeal of the 2024 ‘it’ bag.
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