In recent months, the streets and screens have been flooded with luxury bags of oversized dimensions, whether they are physical or virtual. This phenomenon, far from being inconsequential, has captured the attention of many. Brands such as Louis Vuitton, Marc Jacobs, and Jacquemus have embraced this trend, showcasing massive bags that leave a lasting impression.
Louis Vuitton, known for its iconic designs, recently caught the eye of residents in Shanghai with a striking installation. A gigantic, lifelike red Speedy bag, measuring 12 meters long, sailed on the Huangpu River to promote the release of a best-selling model redesigned by Pharrell Williams, the brand’s artistic director for menswear. This spectacle was also witnessed in Chengdu, marking the end of a year that has witnessed a surge in gigantism within the luxury handbag industry.
Burberry also joined the trend earlier this year, promoting its Olympia model with a larger-than-life installation. Marc Jacobs followed suit with an unprecedented version of their Tote Bag displayed between two buildings in Manhattan. On the other hand, designer Jacquemus, known for his innovative creations, experimented with both virtual and physical versions of his bags. He recently opened a pop-up store in Seoul, showcasing the XXL augmented reality bag and the FOOH (Fake Out of Home) concept.
While these extravagant campaigns have garnered admiration from many consumers, others have raised questions about their validity. On platforms like Reddit, users have criticized the excessive nature and invasive aspect of these installations. Concerns about the environmental impact of these oversized bags have also been raised, particularly regarding their production and what happens to them once they are no longer in use. For instance, Louis Vuitton’s trompe-l’oeil trunk-shaped tarpaulin in Paris sparked debates about its relevance in public spaces and drew the ire of environmental activists.
Despite the mixed response, this trend holds significant importance for the luxury industry. According to a study by Bain & Company, the luxury industry’s value skyrocketed to 1.5 trillion euros in 2023. The handbag, serving as both a status symbol and an investment opportunity, plays a pivotal role in the luxury economy. However, it now faces competition from the thriving second-hand market. To stay ahead, brands need to showcase their new releases with innovative and creative campaigns.
The luxury industry, known for its penchant for excess, continues to push boundaries with its viral campaigns and unique designs. From massive installations to microscopically-sized bags, like the invisible Louis Vuitton bag that was sold for a staggering $63,000 in July 2023, luxury brands always find ways to captivate their audience. This unwavering commitment to exceptionalism ensures that the luxury sector remains in the spotlight and continues to thrive.
Useful links:
1. The Reality Behind Jacquemus’ Augmented Reality Bag
2. Luxury Goods Worldwide Market Study – Spring Update 2022
