Zendaya’s new favorite: Louis Vuitton’s classic 90s bag
As a brand ambassador for Louis Vuitton, it may not come as a surprise that Zendaya has a new love for the French boutique brand. But what you may not have noticed is that her new favorite bag is actually a re-edition of the classic from the 1990s – the “Diane” bag.
Although the actor was first photographed carrying the bag back in July last year, she’s carried it almost everywhere from her appearance at Wimbledon to her recent visit to Ottolenghi’s Notting Hill branch. This shoulder bag has a square shape that’s perfect for carrying everyday essentials—so it’s no wonder it’s become Zendaya’s go-to bag.
Continuing the trend of luxury brands re-excavating archival styles (such as Gucci’s Jackie and Horsebit bags, and Balenciaga’s Le City), Louis Vuitton reissues the Marc Jacobs-designed Diane bag for the first time in spring/summer 2022, adding the brand’s logo The guitar strap brings a modern touch to this classic bag.
Although this style (also similar to the brand’s Solonge shoulder bag) was relaunched a few seasons ago, it seems to have become a sleeper hit. Second-hand platform Rebag pointed out that sales of Diane bags are now almost twice that of other Louis Vuitton bags. Elizabeth Layne, chief marketing officer of Rebag, said: “The re-edition of the Diane bag fits the current trend of 90s nostalgia. It has seen an increase in demand over the past few months, which is likely related to the enduring appeal of this ultra-functional shoulder bag.”
