Chanel is one of the world’s most coveted luxury handbag brands. The storied French design house has long been defined by its heritage, with many of its most sought-after styles rooted in the brand’s classic DNA. Until the early 2010s, Chanel was largely synonymous with timeless icons like the Chanel Flap Bag and the beloved 2.55 Reissue.
In 2012, however, Chanel found itself at a pivotal moment, seeking to engage a younger, millennial-driven audience. The result was the Boy Bag—a bold, structured design that became an overnight sensation.
Chanel’s New-Gen Era: Designing for a Younger Clientele
Prior to its debut, Chanel’s handbag lineup was dominated by heritage classics tailored to its established clientele. The Boy Bag filled a clear gap in the brand’s offering, quickly amassing a cult following and emerging as the defining It-bag of its generation. Its maximalist edge—chunky chain, graphic lines, and oversized quilting—captured the spirit of 2010s fashion.
Building on that momentum, Chanel introduced the slouchy, cool-girl carryall Gabrielle, further shifting the Maison’s image. Chanel was no longer just timeless—it was unmistakably cool.
Classic Chanel Elements, Reimagined
In the late 2010s and early 2020s, Chanel continued to drive its business by enticing new clientele and a younger fan base with bags like the Chanel 19 and the Chanel 22. But like the bags that have come before it, can the Chanel 22 amass a cult following and remain a staple in the brand’s collection? Or is it entirely too trend-driven to have staying power?
Let’s discuss.
The Chanel 22 bag debuted in 2022, and, like some of its past trendier pieces, it was met with some resistance. Immediately, the bag garnered attention for being unlike any other bag in the Chanel lineup, oozing a casual, slouchy appeal.
Still, the 22 bag features classic House elements that make it instantly recognizable as Chanel, such as its leather-and-chain strap and quilted leather. Its name, the 22, refers both to the year of its creation and to the launch of the N˚22 fragrance in 1922.
Trend Piece or Future Classic?
Though the Chanel 22 bag is rooted in history and designed with classic elements in mind, it is overall more trend-driven than a classic closet staple. With its soft, unstructured, sac-like silhouette and bold, chunky gold chain detailing, it feels very of the moment.
However, as the tides change and the trend cycle moves at lightning speed, Chanel, too, is navigating these waters. We’re seeing a shift toward bags for every occasion and entering an era of anything goes.
Admittedly, the Chanel 22 is a fun bag that feels both cool and relevant, and while it’s not considered timeless, nor is it a bag that works for everyone’s aesthetic, it will remain a staple silhouette of the 2020s.
Plus, if you’re looking for a bag to wear now and love now, this bag is for you. That said, if you want to invest in a Chanel that you can carry for life or give to future generations, you’d be better suited to a more structured, classic silhouette.
But at the end of the day, we advocate buying the bag you love, not the one you’ll resell. Plus, your first (or any, really) bag doesn’t have to be a classic—so go ahead, buy the bag!
Never liked it, never will.
I honestly don‘t understand the obsession with labeling a bag as classic or trend. People should buy and use what they have. We should enjoy things that work for us and not hunt the latest and newest. Imo.
Well, true. But that’s business, labeling classing, trend is part of selling technique. but yeah buy and enjoy it. agreed
Absolutely right. This is the whole business model of the fashion industry. There is always something new to be more desirable. Unless customers are savvy enough to not fall into that trap, they spend their lives running after trends and the next thing.
It’s a drawstring bag. Without the Chanel name no one would look at it twice.
It’s a beautiful bag but I hate the CHANEL metal letters.
I love this bag. I have 5 of them because they hold so much and are super light weight. When I am really pressed, I even use the straps like a backpack. And it comes in great colors and is stylish. When it comes to the terms classic vs. trendy, I think the real question is does it suit your individual style. Over the years I have watched classic styles become trendy and trendy styles turn into classics. Fashion is so cyclical. Buy because you love it and will use it!
Peak Chanel “cool girls only” era, that being said, there’s always been a chicness to it. Would love a vintage one someday in the far future.
Absolutely, buy what the heart desires and don’t go down the social media rabbit holes. In 2009 my husband bought me a Maxi single flap in Gris Fonce, a beautiful metallic grey lambskin. Too many times I thought to sell it, it is outdated. But I didn’t, thankfully. I don’t carry it as often as I should, but when I do, I get compliments across all ages. Chanel bags stand the test of time.
I have this bag and while I don’t wear it as much as I should, I feel it’s a piece of 2022 history. I won’t be selling it. Plus, the leather holds up in drizzly weather which is a nice feature.
I think it’s a fun bag, and one you can wear today’s casual style- like track pants and oversized anything. I do wish, however, it was at a more accessible price point. It think it would be more popular if it was.
The value has been dropped down at second hand markets in Japan and Australia 🇦🇺 😂
ooh the pink one is so nice
I have always wondered about the metal wording (CHANEL) fastened onto leather, soft leather. Are they prone to either fall out or create tears? Otherwise it’s a beautiful bag, and different for the brand, albeit an exorbitant pouch.
I have not had any problems with any of my bags and I am mean to them. The quality is there.
Oh thank you, I needed this information. And I share the “buy the ones you love and will use” attitude!
Dustbag but leather?