Here’s Jessica Alba, out and about in LA, carrying her own pale pink Louis Vuitton Soft Lockit Bag. She’s at least the fourth major celeb we’ve caught carrying one in the past month. In fact, we just saw Charlize Theron carrying the same bag last week. This bag is sold out on the Louis Vuitton website, but should be available in stores for $4,250 in July. Jessica Alba is a long-time LV fan, and you can see the bulk of her designer handbag collection in “The Many Bags of Jessica Alba” and “The Many Bags of Jessica Alba, Part 2.”
I think it’s fair to say at this point that Louis Vuitton is putting a huge marketing effort behind its latest marquee bag. The brand has made no bones about its efforts to make over its image in a more subtle, high-end way, and getting bags like this one in front of as many people as possible, via both advertising and celeb placements, seems to be a big part of that strategy. Is it working, PB readers? Do you feel strangely compelled to acquire a Soft Lockit?