Should You Beat Up Your Birkin? Why Worn-In Luxury Bags Are Selling Fast
Stylish women are pooh-pooing pristine purses. Is it fueled by inflation? Y2K nostalgia? Is it just cool? An investigation into the tattered-bag trend.
4 min
ABOUT 20 YEARS ago, while dining in San Francisco, Lisa Unger Sandman was nearly startled out of her seat. “Oh, my God! That should never be on the floor!” shrieked a woman at a nearby table, pointing to Ms. Unger Sandman’s black Hermès Kelly bag. Chastened, Ms. Unger Sandman, now a retired banker in Raleigh, N.C., snatched up her purse which, in the current market, often costs at least five figures. “It caught me off guard,” she recalled. Today, Ms. Unger Sandman, 60, would ignore such a reprimand and isn’t so worried if her Kelly risks bodily harm. “If a bag has a scratch on it, that means you’ve enjoyed it. I’m happy with the patina.”
Ms. Sandman’s attitude reflects a growing trend. Lately, women are both embracing their handbags’ scratches and stains and seeking out visibly worn-in styles on the secondhand market. In its 2023 luxury consignment report, resale site the RealReal noted higher demand than ever for bags in “fair” (i.e., heavily worn) condition. Similarly, at resale platform Vestiaire Collective, co-founder Sophie Hersan reports that sales of worn-in designer bags have jumped 13% in the last six months.
Why the sudden craving for beat-up bags? One of the biggest draws, posits Katie Devlin of trends and insights company Stylus, is the Y2K revival and the resurgence of “indie sleaze,” a grungy, aughts-era aesthetic. She references the circa-2010 style of Mary-Kate and Ashley Olsen. Famously on their arms back then: decimated Hermès Kellys and Balenciaga bags (like the one shown here). “It’s the idea of looking expensive but like you don’t care—of not looking overly curated,” said Ms. Devlin.
In that regard, the trend, which encompasses luxury bags by the likes of Chanel, Gucci and Louis Vuitton, as well as label-free vintage styles, may be a backlash to the picture-perfect world of Instagram and wealthy reality TV stars (see the seemingly untouched designer bags that line the Kardashian clan’s walk-in closets). “There’s a move away from this idealistic, filtered look we’re so used to seeing,” said Dayna Isom Johnson, a trend expert at online marketplace Etsy, where searches for Y2K handbags are up 51% in the last three months compared to the same period last year. “Now people are really embracing the realness and messiness that comes with living everyday life.” Not using something that costs so much, Ms. Isom added, makes people feel “very wasteful.” Elizabeth Layne, chief marketing officer of resale site Rebag, has observed a resistance to feeling “too precious about [luxury] workhorse bags of lower grades. You don’t have to worry if it gets a scuff.”
New York stylist Malina Joseph Gilchrist agrees. “There’s a quiet luxury thing happening…a reaction to a congested market of handbags that are logoed and attention-seeking.” With a worn-in bag, she said, “you look like you’re not trying too hard.”
For Sapna Bhatla, 42, a business strategy consultant in Philadelphia, beat-up bags—whether trendy or not—speak to her identity. After immigrating to the U.S. from India, her style-savvy mother would combine her traditional attire with vintage estate-sale finds. So “pristine feels contrived and inauthentic to me,” Ms. Bhatla said. “If you see my body, I have scars. I have marks. I have a life that’s been lived. And I’m happy to have signs to remind me of it. I like things that show a test of time and sturdiness and resilience.”
She owns an arsenal of worn-in designer purses—some she marred herself, others that she scooped up on eBay. Among her favourites is a decades-old, no-name leather bag she found at a Paris flea market. “I’m not so crazy about brand names when it comes to vintage. If it’s here today, it’s already good quality.”
Those scars should not be haphazardly patched up, said Sofia Bernardin, founder of luxury vintage platform ReSee. “There’s nothing worse than a badly repaired bag. It’s like a woman who’s had too much Botox—she’d have been better off not doing anything.” Still, not all decay is desirable, said Kristin Whalen, 36, a San Francisco senior director of client management and bag obsessive who’s had some of her styles since high school. For her, protruding structural wires and age-induced deformities are nonstarters. Trend analyst Ms. Devlin maintains that, while the optimal degree of destruction is a personal choice, “if it’s not functional and your strap is falling off, it’s time to say goodbye.”
Is inflation driving this so-called “trend”? Recently, the cost of new luxury bags has skyrocketed. According to Jefferies Group, the price of Chanel’s coveted small classic flap bag increased about 60% between 2019 and 2022 in the U.S. Meanwhile, on the RealReal, bags in “fair condition” cost on average 33% less than already-discounted “good condition” options, said Noelle Sciacca, that site’s fashion lead. Lara Osborn, reseller Fashionphile’s vice president of procurement, offers a reality check. “We have to ask ourselves: Is a [worn-in] bag really chic, or is the economy just dictating that we’ll be wearing bags with a lot more love?”
Ms. Joseph Gilchrist insists it’s the former. If your bag’s beat-up, she said, “you just look cooler.”
How to Make A Beautiful Disaster
Is your fancy handbag looking too new? Here, four inadvisable but foolproof ways to pulverise even the sturdiest purse.
1. Toss your pristine purchase in the washing machine—and choose the most punishing spin cycle. For extra distress, add bleach.
2. Give that immaculate purse to your puppy. If he seems uninterested, slather it in peanut butter and present it again.
3. Buy a top-notch bow and arrow and use your bag for target practice. Ignore its faint whimpers each time it’s pierced.
4. Drop it at an osprey breeding site so a hen can use it in her nest. Once the chicks have fledged, retrieve your totally tattered tote.
The Wall Street Journal is not compensated by retailers listed in its articles as outlets for products. Listed retailers frequently are not the sole retail outlets.
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With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.
2 min
A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.
The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.
The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.
GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.
“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.
The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.
Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.
According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.
“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”
The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.
Hunt said consumer brands offered a level of tangibility that many investors found appealing.
“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”
The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.
With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.
For more information, contact marc@kanebridge.com.au
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