A midday scroll through your Instagram feed will likely bring you face-to-face with your college friend’s new puppy, your co-worker’s socially-distanced quarantine wedding, a few election-related memes, a whole lot of home decor accounts and—whether as an ad or a photo posted by someone you follow—a specific handbag noticeably draping off the arms of celebrities and influencers alike.
Seemingly everywhere yet not as historically recognizable as a Chanel or a Louis Vuitton purse, that’s the Maestra bag, which is produced by Senreve, a direct-to-consumer brand that has quite literally disrupted the handbag industry—or, at the very least, clearly shed light on the deep-rooted buying power of the millennial generation coupled with the strength of online-adjacent advertising efforts.
Established in November 2016 by Stanford-educated fashion gurus Coral Chung and Wendy Wen, Senreve loosely translates to "sense and dream" in French. That dichotomy—one aspect focusing on the technicalities of the perfect bag and the other on the inexplicable allure of any fashion piece—rests at the heart of the brand, now entirely led by Chung, the company’s CEO.
“The process for us is very much art-meets-science,” says Chung. “Even though being sensible and being dreamy are polar opposites, we feel that women today are women who do it all—they’re mothers, executives, entrepreneurs, creatives—they refuse to be defined by one thing.”
To cater to that polarity, Senreve has come up with a whole roster of products that can be worn in different ways and at a variety of occasions. All of them produced in Italy—although, given the current pandemic and Italian shutdown, the company has been exploring other avenues of production—the bags are the direct result of a study of minutiae. They are data-driven fashion statements that check a whole lot of boxes.
Citing high-quality materials (a water-resistant genuine leather exterior and a stain-resistant micro-suede interior) and emotional connectivity as principal tenets of the company, Chung seems to be extremely clear-eyed when it comes to the designing of each product. “It’s a combination of the luxury, the beauty, the craftsmanship, the design and all the details,” says the CEO when queried about the characteristics of a perfect bag. “It’s very artistic in nature and very emotional in connecting with a woman, combining all the features she really wants and needs. That includes being able to fit a laptop, being able to wear the bag in multiple ways and being able to be hands-free.”
Although the Maestra bag—which starts at $895 and comes in 39 different color variations—has undoubtedly become the most recognized Senreve style, Chung mentions the Aria belt bag as another best-seller. In addition to the latter two, the company has cautiously and meticulously released a slew of other designs as well. Whereas the boxy Maestra caters to the day-to-night wearer, the Coda belt bag strikes a “cooler,” more weekend-appropriate chord. The Doctor bag, on the other hand, offers a slimmer and a tad more sophisticated look that’s been sported by the likes of Selma Blair and Emma Roberts.
Speaking of celebrities: in addition to its direct-to-consumer positioning and the data-driven approach to each offered product, what distinguishes Senreve from other brands and what has likely largely contributed to its success is its phenomenal influencer reach, which has arguably worked better than traditional advertising. In fact, according to Chung herself, “we don’t really have the budget for [traditional advertising]. I feel like our community is mostly online and we rarely do any off-line type of marketing.”
It’s not only about financials: word of mouth and the clear effects of influencer spotlights render conventional avenues for advertising almost irrelevant. “One of the things that we found is that influencers are really helpful,” Chung says. “They have a very specific following and they’re able to contextualize the bag and make it more real for somebody who is looking for inspiration.” Given its direct-to-consumer model, influencer campaigns sort of take the place of brick-and-mortar try-ons. “We don’t have a store footprint so people couldn’t contextualize the products for themselves,” explains the CEO. “It’s very different from fashion editorial or celebrity because it gives women a more personalized and realistic kind of content.” In short: you’ll imagine yourself wearing the bag because you can imagine yourself living the same life as the influencer you’re following.
But that reliance on social media personalities has also led to a backlash by potential buyers who think that giving out supposedly free handbags to influencers somewhat forces them to post about the products in the first place. The image, they believe, isn’t necessarily an indication of their endorsement of the bag but, rather, a clear display of tit-for-tat.
When faced with the criticism, Chung isn’t cagey about Senreve’s reliance on online personalities, indirectly noting that the company is simply playing by the new rules of a new world order that Senreve itself has helped shape. “We want to make sure that we don’t do anything too aggressive that is damaging to the brand, but, on the other hand, it’s a balance,” she says. “We’re always exploring and testing and trying new channels that may or may not be effective for us.”
Those tests are highly dependent on the company’s business model. Specifically, direct-to-consumer isn’t just about folks straightforwardly purchasing bags from Senreve without the use of third party vendors, but about Senreve being able to ask potential buyers about their specific preferences, in a way constructing products to meet real demands.
That elasticity and ability to quickly react to a need came into play during the pandemic era especially, as bags quickly became the first fashion items to turn obsolete as people were stuck at home. For a handbag company, that could have meant immediate demise but Senreve actually rose to the occasion by pivoting its product lineup and releasing the Alunna bag, a smaller, easier-to-carry product ideal for “doing errands, going for a walk or even going on a bike ride because you can wear it as a backpack,” says Chung.
The Alunna was born in reaction to evolving 2020 trends, Chung explains. “People are not traveling long distances and they are not needing bags that are super large,” she says. Another thing they need more of? Home-appropriate clothing, a fact that led Senreve to accelerate production of an already-in-the-works new home line that includes shearling slippers ($215) a cashmere coatigan ($795) and a $65, 100%-vegan candle.
As on-the-nose and almost robotically fulfilling as Senreve’s products are, one question remains: given its relatively steep prices, what makes Chung’s products more worth than, say, a classic Louis Vuitton or Dior handbag? “They have the benefit of legacy and heritage, which we don’t have,” she says. “But I think the disadvantage for companies and brands like those is that [because] they are rooted in legacy they, maybe, to a degree, have an aversion to change and innovation.”
Citing the lack of e-commerce opportunities across many of these high-caliber brands, Chung posits that their “aversion to this modality” is a drawback given that “the consumer has already gotten there.” More directly: “They are focused on the fantasy and the dream, which we focus on too, but we’re rooted in a sense of empathy and reality and consideration for the real woman’s experience.” Clearly, Senreve is onto something.
I find this bag to be a huge miss. I never wear a backpack and I would hate having those straps to deal with all the time. Plus the fact the bags have been “gifted” to every influencer makes me like them less. Although I’ve only seen one bag being worn in the area where I live (Los Angeles/Beverly Hills) seeing them all over Instagram cheapens them for me.
Nope. I see this bag and I only think of everything that is wrong with Instagram and Youtuber gifting. The only reason you hear about this bag at all is because of gifting and ongoing sponsorships.
I don’t care for this bag. It’s too busy and that tongue thing in the front is odd.
Since their inception I could never understand the appeal of these bags. They are just so odd and tacky looking.
I don’t like this kind of leather. It’s look cheap and feel cheap too. Too stiff and the design look weirds.
This is an “It” bag? Huh… did not get that memo.
I wonder how much Purseblog is getting paid to promote this brand? I was gifted a Senreve bag in the past and returned it immediately. The quality wasn’t great, the leather was stiff/uncomfortable and it wasn’t even functional. Definitely overpriced for what it is or tries to be.
I was gifted a few Senreve bags and have liked them all for myself personally, but totally know not every bag or item is for everyone.
I posted above, but we were not paid for this article. We always mark a sponsored article as such.
I have been a purseblog reader for years. I’m very disappointed that Senreve keeps getting so much attention on this website. It’s not an appealing bag and I don’t know anyone who wants to own it. I applaud them for trying to create some thing and then create a market for it. But it is not an “it” bag it should not be in that category. I see it as a bag that perhaps should be sold at Target or TJ Maxx. I think to be fair purseblog should cover all handbag brands but not devote a huge article and calling something an “it” bag that isn’t. In light of how many people have responded they don’t like this bag , I think purse blog should reveal what kind of compensation they are getting to post this type of article.
I’m surprised by your question “what kind of compensation they are getting” because quite honestly how is that your business? It’s similar to me asking you “what is your annual salary”? I’ll wait for your response.
FTC rules state that you have to disclose whether a post is sponsored. In this case they’ve stated that its not a sponsored post, but otherwise it’s a rule in the US and most countries, otherwise it can be misleading.
Yes, which we always state if a post is sponsored!
They do not have to state what kind of compensation they are getting, they only have to state that it’s a paid sponsorship. Nan was just simply stating it’s no ones business what their compensation is not whether it’s sponsored or not.
We always mark a paid/sponsored post as such, this was not a sponsored piece. We do work with many brands/retailers as affiliate partners and can receive commission on items purchased through links we post, Senreve is one of them.
I think many people don’t love the way Senreve has gifted a ton of influencers, but the bags have received a lot of attention from influencers and others alike.
A lot of people are bashing the way they promoted the bag but would do the same thing if it were their company.
Thanks for clarifying, Megs. I looked back and saw that there have been over 10 articles on Senreve. Most of the comments have been negative. So I just wondered why Senreve was getting so much attention on purseblog and if it was a paid partnership.
I’m always happy to answer and am always forthright with our partnerships. I personally like the brand, truly. This was a longer piece written by one of our freelancers, Anna, who really dives into her research. I think even if you are not a fan of the brand, it’s interesting to learn how a brand new brand breaks into the well-established bag world.
I love the idea behind it and the functionality but the bag itself is meh. It definitely is a work bag. I’d say it’s more for the woman who values functionality over looks. I’ve seen a few in person: the leather is grained in a really odd way, sort of like saffiano, and aesthetically it’s just not an appealing shape. I feel like if they made the closure system metal it would work, now it just is a wall of leather, the metal would work as a “break” and focal point for the eye.
I agree with everything you said. Hardware is expensive compared to leather. Maybe that’s how they cut costs, minimal hardware.
reminds me of a 19.99 bag at aldo
The kitten is cute, that’s all I got.
Thank you Anna for interviewing the CEO of Senreve in a well-thought-out article. I don’t care for the style of Senreve bags, but I love the idea of being able to carry a bag with you anywhere (even in the snow) and not worry. Hoping they put out some new styles soon with the same philosophy behind them.
The article covers different aspects of one brand and from that perspective is an interesting article. However as that brand itself is quite well known now the interest itself is maybe lower than if the same type of article would have been target another brand.
I was also tempted to buy one of the models from this brand and checked around and make my research. I did not buy it because I did not enjoy the touch of the type of leather, the difficult to open and close, the rigid look that is bulky. In the brand, structure and the highly ornate stitched lines that are recurrent in many models and that brand look is ” too baroque” for my style. When I was searching and searching for something more minimalist and I actually found that there was an EU brand offering another model covering that functions with a more delicate outcome. It is just an example. Everything is about taste and we are different costumers and different preferences. I think that it is just a bit sad that purseblog dedicates less attention to some of the ” equivalent” European brands that are maybe smaller but are offering excellent design, leather processing, and manufacture. It has been always a pleasure to read this site so I hope to keep on finding interesting and diverse information in the future.
Exactly how I feel when touching this bag. I love structure bags but I can’t with this touch and type of leather.
Also, Strathberry, Polene, Manu Atelier (which PB covered) and so much more have nicer leather and designs.
Late, but I feel I’m the only one in this community that likes this bag lol. A lot of my friends do to. Yes we are younger, but I feel that is also one of the points that the article was trying to make. It’s a new world out there sartorially, and believe it or not there is a demographic receptive to it. I find that people who are typically catered to start getting fussy when trends move away from them
I don’t have an issue with Purseblog promoting this brand. But, I have to admit I refuse to try this bag brand, because I don’t feel that there are any honest reviews available. The majority of reviews seem to come from people who have been gifted the bag, and then they post glowing reviews. The few reviews online I’ve found from people who purchased the bag with their own money point out significant issues with usability and comfort. Personally, I also think that their price point isn’t justified. The maestra starts at $695 and goes to $1175, depending on the bag’s size and leather chosen. If I’m going to spend close to $1000 on a purse, for me personally I’d rather save a bit more and purchase a premium brand with a proven track record.