Most bag brands target the 20-something It Girls of the moment when they’re trying to seed product with celebrities in order to stoke public curiosity—the Gigis and Kendalls, but also the Emma Robertses and Lucy Hales—in hopes of getting their bags on celebs’ Instagram profiles, or even just in front of paparazzi cameras while they’re out grabbing some Starbucks. (It works, and we’re living proof!) But Gabriela Hearst has a much more keenly targeted celebrity seeding strategy for her coveted Nina and Demi Bags.
Hearst clearly prefers more established women of a certain type and acumen—and she largely seems to ignore women under 30 altogether. And that’s sort of radically honest, because although high fashion chases youth, it’s more often than those actually buying are older and more professionally established women, and that’s especially true of a brand like Hearst, which eschews flash and logos. The celebrity women who carry Gabriela Hearst are all extremely accomplished, talented and/or beloved. They’ve won awards. They’re tastemakers, entrepreneurs and leaders in their respective fields. And what’s more—they don’t even always even have an Instagram. Let’s take a gander at the celebrity women that Gabriela Hearst has deemed Gabriela Hearst-worthy.
(As for actually buying the $1,995 Nina or its smaller sister, the Demi, that’s still a little tricky. You can add your name to the bag’s wait list at Gabriela Hearst’s website.)
Meghan Markle
Glenn Close
Lady Gaga
Anne Hathaway
Hilary Swank
Greta Gerwig
Gillian Anderson
Glenda Bailey
Love her bags and all of the very thoughtful ladies that carry. It’s refreshing to see.
while the bag is interesting and fresh, unnecessary to create a waiting list for a bag no one wants!
From what I’ve heard the waiting list doesn’t exist anymore since Hearst amped up the production of the bag. But I am not too sure about it. Also, I saw a lot on netaporter.com.
There’s really no wait. I put my name on the list, and was offered one within hours. I’m guessing it didn’t become as popular as Hearst thought it would, so now she’s left with tons of bags.
I’ve never seen this bag carried in nyc, so i figured its not doing well – good to know they are quick and offer on within hours
I’m fundamentally against the whole process of offering a customer a bag (Hermes) – everyone who has the money to pay for a bag should be able to select the bag they want, vs being offered one
Gillian Anderson with her bag open is stressing me out!!
yes its quite ugly
I lust over this bag so hard but the price is just not doable at the moment. Ah well. Maybe next year.
But her waiting lists are a joke. There isn’t a high enough demand for them and you often get the bag on the same day ? Love the silhouette-focused design, hate the pretentiousness that goes with it.
This bag does nothing for me. It basically looks like a leather kettlebell. The handle is way too long and seems out of proportion.
I like the bag but your description is perfect!
The shape is intriguing, but it looks like it would be awkward function wise. I’m done with bags that I have to struggle with.
Exactly. It’s interesting, but it’s definitely not a bag for everyday life. I can’t imagine running errands, grocery shopping, going to the bank, etc. with that bag.
Oprah also carried one at Meghan’s wedding