Gucci has an It bag, so does Louis Vuitton: can Telfar, loved by Bella Hadid and Beyoncé, become the next iconic bag brand?

Many of fashion’s most enduring images are of icons carrying iconic bags.There was Audrey Hepburn with the Louis Vuitton Keepall in the 1950s, for example, or Jane Birkin with the Hermès Birkin in the ’60s. Meanwhile, both Princess Diana with the Dior Lady D in the ’90s and Kate Moss with the Mulberry Bayswater in the early noughties perfectly captured the aesthetic of a decade.Notably, all of these releases remain It bags today, which begs the question – where are all the new designs? When…


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