Growing up, I remember thinking I would commit crimes for certain “It” bags. I wanted some of them so badly I would burn cities for them. Bloomingdale’s didn’t exactly stock the kind of bag I needed as a middle school or high school student, but I found myself there often, browsing at the designer counters to prove to myself that the beautiful leather goods I saw in magazines weren’t just a figment of my imagination.
“It” bags used to be unattainable and unfathomably expensive, luxury designer items that were somehow forever sold out despite costing thousands of dollars. And while that still applies in 2024—just look at anything Prada or Miu Miu has made in recent seasons—our attitudes around the whole concept have shifted.
Sure, “It” bags can sometimes be impossible to get your hands on and priced in a way that makes you question your morality, but they don’t have to be. What’s more important about the bag right now is actually the vibe. If it’s oversized, built to get better with age, and decorated with the kind of straps made to dangle keychains, stuffed charms, and ribbons, then it’s what everyone wants. Which would explain the immense popularity of Coach’s Brooklyn Bag.
The bag—which costs $295 for the smaller size and just under $500 for the large—has been all over social media for months. And while its reasonable price tag did help it sell out initially, it’s now in stock in most colors, and still as popular as ever. It actually just came in at number 2 of Lyst Index’s s hottest products for Q3 2024, beating out Miu Miu’s popular Arcadie bag in suede.