Few designers ruled the downtown fashion scene in the 2000s like Marc Jacobs. It was the early aughts, and Marc Jacobs’ career was at its peak. The beloved American designer not only helmed his own label, expanding it to include Marc by Marc Jacobs in 2001, but also held the title of creative director at Louis Vuitton.
Anybody who was anybody wanted to wear (and carry) Marc Jacobs or any of its sister brands. The Marc Jacobs Stam was the status symbol of a generation—the bag that everyone had or wanted. Meanwhile, younger Millennials grew up on Marc by Marc Jacobs and the designer’s other diffusion lines—few can forget his commodification of Bleeker Street in the late 2000s and early 2010s
From the Stam to the Streets: The Designer’s Rise and Overexpansion
Still, Jacobs was too quick to expand, scaling his business exponentially, which led to financial struggles in the late 2010s, including the shuttering of Marc by Marc Jacobs. While the early 2020s proved to be a tumultuous time for all of fashion, including Marc Jacobs, which was already in a transitional period, the mid-2020s have proved that a comeback story is never too far from reach in fashion.
With the advent of the now brand classic (and incredibly viral) The Tote Bag, Marc Jacobs quickly proved that it was having a renaissance. It was time for an entirely new generation of fans to experience the chic nonchalance and downtown grunge, effortlessly cool appeal of Marc Jacobs.
In recent seasons, Marc Jacobs has ridden on the success of his overt branding and cheeky designs, introducing new silhouettes that offer a hint of the old Marc Jacobs but feel modern and fresh. On the heels of last year’s debut, the Dual Bag, comes a brand new bag, and Marc Jacobs is banking big on this one.
Meet the Christina Bag: Marc Jacobs’ Latest It-Bag
The Christina Bag debuted at the brand’s Fall 2025 runway show, which was held yesterday at the New York Public Library. Available as a satchel in two sizes and a tote, the Christina Bag marks another chapter in Marc Jacobs’s new era.
It’s slouchy and supple, offering the effortless appeal of the Marc Jacobs of the early aughts. Crafted of buttery soft Nappa leather, the design takes inspiration from an archival silhouette, revisiting the signature scrunch detailing of the blank bag and finished with heritage-inspired hardware.
The brand itself calls her a new icon; truthfully, she has all the makings of one. Plus, at a time when prices of luxury goods are astronomical, making luxury feel more inaccessible than ever before, there’s room in the market for viral contemporary successes, much like Coach’s Brooklyn bag boom last summer.
Discover more and shop now via Marc Jacobs.
I’m actually amazed how many Marc Jacobs bags I see in the wild these days. Especially the tote bag. I don’t understand the appeal of wearing a bag that says “THE TOTE BAG” in giant letters… but to each their own.
Wow, I remember when MJ was very popular….what happened exactly?
Drugs. Heroin to be exact.
THIS. I’m just sat thinking about the past glories, because what he’s doing now really ain’t it (i’ll still buy one of the cities tote bags tho’)
The ad is a Louis Vuitton rip off of his cherry blossom vogue ad. Like he needs to go back to Louis Vuitton plus the bag is a rip off of the Chloe paddington
I don’t think any brand will take him as creative director except his own label. He was pretty public and explicit in making it known he wanted to be Chanel’s new creative director but they turned him down. If this were the 2000s brands would be clamoring for him.