Hey bag lovers, 

I might be on a hot take today, but can one really choose another king over the reigning king? Or is it another phase that we are experiencing? On that note, let’s uncover this fashion crisis, or rather, the Battle of the It Bags.

To begin, I know luxury bags have been in our closets and/or on our arms for as long as I can remember (at least for me). Luxury bags that started as functional pieces for carrying our items, then evolved, thanks to the amazing skills and craftsmanship of luxury brands, into symbols of identity and empowerment, or power and influence marketing.

And when you think of luxury brands, you think of names like Gucci, Coach, Louis Vuitton, Chanel, and countless others, but the one thing they share is… their eye-catching, bold logos. Take Chanel, for example – it’s striking, bold, gold, quilted, and patterned. The CC logo is iconic and easily recognisable to anyone who remotely knows about the brand.

For years, Chanel’s Classic 2.55 Flap Bag, designed by Gabrielle ‘Coco’ Chanel, has been a timeless piece for anyone who has taste. Not only that, Chanel has been reigning as the King of ‘It Bags’ for years.  Never say no to old Chanel, right?

However, there is a specific generation that exists- millennials. Was I expecting this? No. Was I surprised? Also no. Millennials have been a driving force for change in the luxury industry since they took over a major customer share of the market. They have been rewriting what luxury means for the future generation, and this is another one for the book. 

So, why did they choose Bottega Veneta over Iconic Chanel? What caused this cultural shift? Let’s find out!

Although there are myriad reasons that come to my mind, we need to go back to the history of the brand to find out the reason behind the actions of millennials.

History lesson:

Bottega Veneta is a brand that was established in 1966 by two co-founders, namely Michele Taddei and Renzo Zengiaro, in Vicenza, Italy. They became a luxury house known for artisanal high-quality leather products and their signature weaving technique, known as “intrecciato”. As the brand matures, they have become identified with it. 

Later in 2001, the brand went under acquisition by the Kering Group and went on to have a reinvention period under creative directors Tomas Maier, Daniel Lee and others.

But mainly, Daniel Lee in 2018 was a major part of the reinvention that left the generation in awe. Mr Lee shifted the brand’s focus to its grassroots, with minimalistic designs and a revival of intrecciato weaving traditions.

Since then, the brand hasn’t looked back as it took the internet by storm and now has caught the attention of millennials.  

To break down the case, we can view it from the following perspectives. 

• Quiet luxury: The silent boss of luxury trends

Quiet luxury, quite similar to the concept of old money aesthetics, is a silent way of declaring sophistication without the price tag in general. It’s a form of secret code for me, one that only the elite know about. And the millennials have been absolutely in love with this. It’s their new ‘Cool’ thing, perhaps. 

Quiet luxury is in the presence of high-end, minimalistic, well-tailored items that showcase craftsmanship and quality without the need for a logo to present its importance. 

And Bottega Veneta is doing just that, with its ‘stealth wealth’ aesthetic, the brand offers items with iconic designs with an emphasis on its craftsmanship, along with its signature intrecciato weaving, of course.

In comparison to Chanel’s interlocking CC logo, which was once a status symbol and is still persistent today, millennials prefer to take the low road and veer to brands that scream luxury without actually screaming. This also doesn’t mean that Chanel doesn’t have the quality of craftsmanship to match Bottega Veneta; Chanel will always be iconic. However, this time, someone is giving it a run for its money due to it being heavily logo-lized.

• Individualism over tradition: The pursuit to find something new 

This is a tricky one, but stick with me. Chanel is a heritage luxury brand; it has a timeless aura to it. Along with it flows the connotation of tradition and formalities. It’s something that your great-grandmother knows about and probably passes down vintage Chanel as the family heirloom (no one would complain about it, trust me).

While it’s good to present and preserve luxury, Millennials have always been in search of something they can call their… own. Something that speaks about their legacy. They want their essence to show throughout the product.

Daniel Lee of Bottega Veneta fully embraces this. They play around with it with the help of unusual textures, irregular forms, unforeseen color schemes and even invert their designs. Having this artistic advantage, it has made the whole line seem like it could make you travel back in time in just a few glances.

Whether it be the chunky-hardware Chain Cassette or the sloppy silhouette of The Pouch, these designs instantly remind someone that this is a person wearing a product straight out of the 2020s. Times have changed. These designs are a telltale sign that millennials use fashion as a way of self-expression. It is not about fitting in to own a Bottega bag, it is about standing out.

• Social media: the new strategist of what we deem as ‘IT’

Love it or loathe it, social media has become an important part of how we perceive things today. That also means it has the power to make something seem ‘cool and trendy’ while the others are pieces of relics.

Today’s Millennials, too, are deeply influenced by social media platforms. It subtly shapes the trends endorsed by influencers, giving them perceived significance in our everyday lives. While that may sound a bit manipulative, the algorithm loves the fresh Bottega Veneta designs, as they seem to have been dominating the internet. Posing it as the ‘it bag’ for the moment.

Chanel, on the other hand, feels like a relic of the past. Important and beautiful, but not that desired in recent times. While it’s iconic, it may not exactly be ‘it’. Bottega Veneta offers this sense of novelty with its collection, with evolving catalogue offers, while Chanel presents persistence and consistency.

So in the pursuit of finding “the next big thing,” they naturally gravitate towards the new rather than heritage, and it may not be such a bad thing after all.

• The Cool factor: Pricey but not Costly

Hot take 2 from me, Bottega Veneta might have the same luxury market as Chanel, but it still has its unattainable aura and price factor that possibly deters the Millennials.

I say, even when you take the second-hand market, Chanel has never been out of demand. However, Bottega Veneta has also been on the rise as per Rebag, and its resale value is also competing with Chanel, but how long will it last? It is a question for the future.

In that sense, Bottega Veneta allows millennials that sense of exclusivity without the expensive price tag, making it a more approachable choice for new customers or investors, kind of like a novice. Chanel presents a high price with a promise of exquisite goods and investment options. In other words, Bottega Veneta performs well with millennials’ shopping sprees, a choice that offers luxury without the intimidation of ultra-tradition.

• Power of trends: the wild card

Fashion is such a destiny; it will come round (with or without your willingness). The thing that is now on the hype may be gone off the face of the earth tomorrow (sincerely serious about it). And the new thing at the moment is Bottega Veneta, but I am not ready to accept the notion that it is only a trend; it is a creative way of approaching luxury fashion. It has the modern flair, sweet designs, and promise of silent luxury, just by coincidence it fits the trend desire (it is likely that it left its mark on the individuals whom it really matters).

Chanel, however, can not be considered in fashion currently, but it has not vanished after several years of history. It was and remains a powerful name in fashion, a form of timeless legacy of elegance. There’s no denying that it’ll be in trend again, I mean, who would dare remove a Chanel bag from a lady’s closet?

At the end of the day, the battle isn’t about the ‘it bag’, it’s about people and their changing preferences, tastes, cultural values, and generational traditions.

As we come to the end of this immersive debate, I would like to point out that neither Chanel nor Bottega Veneta is superior to the other in any form. Both brands place their legacy, values, and heritage into their products, and, well, people happen to pick one or the other as the king at the moment.

As Millennials continue to rewrite what luxury means to us, with their fresh perspective, they allow brands to strive harder to gain recognition while encouraging lesser-known brands. And that is very beautiful.

For the time being, Bottega Veneta has the crown for the ‘It Bag’ for its ultimate sophistication, individualism, and expressive style. As Chanel remains a prominent spot forever in our closet, Bottega Veneta is on its way to finding its own place in our hearts – and closets. Do you think Bottega is the real “king”? Or would you rather consider Chanel the supreme ruler? Guess we’ll have to find out. 

Until next time, signing off for now.