Do you hear that? Is that…Mercury rising? Could it be that time again? Ah, yes, folks…it is. Welcome back, hot girl summer.
Across the Northern Hemisphere, flocks of bad bitches flood the streets, Hyperpop nightclubs and underground raves that are calling their names. Clad in ensembles of jorts, capris and teeny graphic tees, these fashion darlings all share one thing in common—and no, it’s not a Bushwick ex. Slung over their shoulders, geometrically shaped, minimalistic, and lovely, rests the true showpiece of the season: The Sack Bag. The newly-minted must-have evokes an unspoken energy of “If you know, you know.” It's the social currency of the summer, and it’s officially official: the it-bag is back, courtesy of Marc Jacobs, and her name is The Sack.
You, dear reader, may remember the "it-bag" phenomenon best, a triumph circa the turn of the millennium. Rewind to the optimism, the color, the unapologetic glamor of Y2K. The pop princesses were ‘princessing,’ low-rise denim reigned supreme, and reality TV was still exciting uncharted territory. It was the era of Carrie Bradshaw proclaiming that without her little bag, she’d feel naked in public. And nothing (NOTHING!) was cooler than a purse bedecked in logos. Y’know, to show your sartorial allegiance!
Flash forward to today. In an era of bubble skirts, digicams, and everything-noughties revival, it’s only fitting to see Marc Jacobs return to the center stage of must-have accessories. Over the past five years, we’ve witnessed Jacobs resurrect dormant designs of his Y2K heyday in the form of “Re-Editions” (see the Classic Q collection). We saw the return of the Baby Groovee, so beautifully pebbled and deliciously pleated we could cry. Then, of course, there was the rebirth of the Hillier Hobo, a staple in every 2000s romcom wardrobe and a key component in every “Stars—they’re just like us!” paparazzi snap. Lest we forget the quilted Stam Bag, the holy grail of the MJ handbag family, if you will. Kiss-lock and chain shoulder strap to boot, Jacobs resuscitated her from the FW 2005 archives much to thrifters’ delight.
So many laurels! Rest, Marc! Right? Wrong. Behind the scenes at MJ headquarters, the next style staple was brewing.
For a while there, the concept of an “it-bag” fell by the wayside. “Stale! Outdated! Elitist!”, Gen Z cried. Gasp. In the fashion industry? Never! It-girls shrugged off their brand-labeled purses in favor of a nondescript thrift store find. All signs pointed to: It’s so over.
But oh, we’re so back. The Sack Bag announces her arrival in a lush floral motif and vibrant colorways—7, to be exact. And for those who believe that size matters, rest assured—because you can get your hands on a Sack in mini, regular, or XL (when the occasion calls for it, of course). And trust us, this bag is catching on quickly. Before the normies can say, “Oh my god, so cute! What bag is that?” Miss Sack shushes you. “Baby, it’s right there,” she says. Her name in bold lettering, emblazoned on the side. Quintessential Marc Jacobs.
In a recent campaign, shot by legendary photographer Carin Backoff and styled by Alastair McKimm, Charli XCX leads the charge—looking so Julia, might we add. Alongside her fellow hot girl and bleached eyebrow baddie, Gabbriette, the girls serve face in smudged wing liner and layered tanks—perhaps a wink to Jacobs’ chokehold over early 2000s fashion. Speaking of, Jacobs wheels out Sabrina Carpenter, who’s giving young Britney-esque bombshell in her signature blonde blowout and a magenta bodysuit to match. The real star of the ensemble: her hot pink Sack Bag. Duh.
It’s hot, we know—keep breathing, stay with us. Jacobs rounds out his star-studded campaign cast with the real professionals: Anok Yai, Vittoria Ceretti and Irina Shayk attired in little more than a Sack Bag and platform Kiki Boots because sometimes the bag is the look. And no look this summer is truly complete without The Sack.
Well, only if you’re in the know.
Discover more from Marc Jacobs here.
