You know how there are certain items you just can't stop thinking about? Balenciaga's Le Cagole bag has been that item for me over the past few months. Somehow, it is everywhere.

With every new it-bag, there's always a rollout that feels less than authentic. Remember Daniel Lee's Bottega Veneta Pouch bag that was magically gifted to Instagram's biggest influencers? Or when Dior has a new silhouette that is impossible to escape on any social media platform? But, the Le Cagole has managed to fly under the radar, without any obvious gifting or partnerships tied to its release.

Perhaps it was the ongoing resurgence of Y2K fashion that made the Le Cagole the perfect bag. With design cues from the iconic Balenciaga City Bag and Motorcycle bags, worn by our favorite icons Kate Moss, Paris Hilton, the Olsen Twins, and Nicole Richie (to name a few) during the naughties, it was only a matter of time before it would come back. But the Le Cagole isn't just a re-release, it is an elevated version of a piece from the Balenciaga archive.

Demna just gets it. Currently, Balenciaga's bag offering is impressive – it includes the Hourglass, the Neo Classic, and plenty more – but its social media presence is even more fascinating.

Before a new campaign, collection, or product release, Balenciaga has been deleting its whole Instagram grid, living in the present, and leaving no trace of previous posts. This means that when something is good enough to make it onto the grid, consumers know it is good enough to purchase.

Earlier this week, Balenciaga revealed Kim Kardashian as its new brand ambassador, which came as no surprise to those who have been following the star's wardrobe evolution over the past few months. The campaign showed Kim sitting on a sofa dressed in Balenciaga. Next to her? A vibrant, green Le Cagole bag.

In the next shot, she's pictured in a leopard-print coat, holding a black iteration of the same bag.

We've seen the bag in a handful of different sizes and colors, including pink, metallic silver, orange, green – you name it – all over social media, but it isn't until now Balenciaga is starting to push the bag by itself. Basically, the Le Cagole was the perfect "soft launch." It's been available for quite some time now, but when Kim Kardashian has one, that's when you know sales are about to boom.

In fact, it was reported that in the 24-hours after the campaign was released, there was a 325% increase in searches for "Neon Green Bags."

For the longest time, we've seen glimpses of the bag on celebrities, influencers, and Balenciaga shoppers. It is almost like our brains have been wired to recognize it, and now that it is having its big moment for SS22, we already know and love it like one of our own children as a result of social media.

The Le Cagole might not be an internet-breaking style, but its foundation in nostalgia and Y2K trends has made it an instant favorite. It is easy, timeless, and just different enough to peak our interests – then Kim Kardashian delivered the slam dunk.

Hats off to Demna, who once again remains one step ahead of the curve, and will once again get my money. I can't stand the FOMO, and I'm sure I'm not the only one that feels this way.