Handbag names are usually pretty boring. Designers routinely choose supermodels’ first names, names of famous Manhattan streets (uptown or downtown, depending on the brand’s market positioning), nonsense words meant to sound expensive or exotic and are distinctive enough return helpful Google results for online shoppers–mundane stuff. That’s why I nearly shot Diet Coke out my nose earlier today when I came across the Saint Laurent Blogger Bag: Hedi Slimane had one more sassy arrow left in his quiver on the way out the door at YSL.
Since the rise of the style-blogging hordes circa 2010, “blogger” has become a somewhat pejorative term in the fashion industry, usually lobbed at young women who take lots of outfit photos and swan around outside various global Fashion Weeks in hopes of being noticed by street style photographers. During Slimane’s tenure at Saint Laurent, the brand’s less expensive bags have become incredibly popular with that demographic because many of them feature the brand’s iconic logo very prominently. In some people’s minds, they’re a visual shortcut into trying to trick the world into thinking your Zara outfit is actually Céline.
That’s not entirely fair, of course, but it’s enough of an in-joke in the industry that apparently Noted Petty Human Hedi Slimane and his staff couldn’t resist poking at the stereotype. At $995, the new Blogger Bag is the least expensive day bag on the brand’s lineup (beyond gussied-up cosmetic pouches and the like), and it offers just enough leather real estate for a big ol’ YSL logo, an oversized tassel and not much else. Of course, there’s only so much room in a square Instagram crop, and this bag’s tiny proportions free of the rest of the space for it to be displayed with your brand new Dior Technologic Sunglasses and maybe some latte art.