Gen Z is ditching big brand names for indie “it” bags. As brands like Gucci hike prices while some say quality is dipping, younger consumers seem to be over big luxury and the hefty price tags that come with it. Instead, Gen Z is gravitating toward indie bag labels like Savette, Hunting Season, and Esha Soni, which offer unique, logo-free designs at a more reasonable price point. YPulse data shows that purses rank high on Gen Z’s luxury wish list, but we know accessory dupes are gaining popularity, so these smaller brands hit the sweet spot between quality and individuality—without the elitist feel. For many young shoppers, getting an investment handbag is less about flaunting a name and more about finding something that feels personal, ethical, and made of high-quality materials that are worth the spend. (BoF)
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