4 reasons Courrèges’ Holy Bag just became the new must-have: the celebrity ‘It’ bag sported by Dua Lipa, Hailey Bieber and Emily Ratajkowski has officially taken off

In the months that followed, the Holy Bag quickly cemented itself as a celebrity “It” bag.

Stylists credit the Holy Bag’s popularity to its embodiment of two current fashion trends: quiet luxury and nostalgia. One said it’s also a sign of the effectiveness of Courrèges’ new artistic director: a millennial who is reviving the brand.

1. It’s the epitome of quiet luxury

The small metallic symbol on the purse is a stylised version of the letters AC, an homage to the brand’s founder André Courrèges.

2. It has a reasonable price point

Aisya Washington, a fashion and wardrobe stylist in New York, said that the Holy Bag’s shape is reminiscent of a Dooney & Bourke purse that was popular in the 2000s, when she was growing up.

“It was the cutest bag,” she said, adding that “it had a hard casing but a cute shape”.

But it doesn’t hurt that the Holy Bag comes in a variety of sizes and colours at different price points, according to Quint. While the standard size is US$990, mini ones can cost as little as US$790, while larger models retail for up to US$1,780.

3. It showcases the brilliance of Courrèges’ new artistic director

The Holy Bag’s success represents Courrèges’ transformation under Nicolas Di Felice’s stewardship, Quint said.

“They made the right decision bringing him on,” Quint added.

“I do love 1960s Courrèges and everything the brand has built and its history,” Quint said. “Nicolas just has a gift and knows what will work in the celebrity space creatively and also from a marketing standpoint.”

4. It’s practical

The stylists also said Courrèges designed the Holy Bag to cater to more than just a famous crowd. The purse is priced “at the perfect amount” to be “accessible to advanced contemporary buyers as well as luxury buyers,” Quint said.

“It’s at a sweet spot,” she added, explaining that Courrèges is “being really smart and strategic” by gearing it not just toward a “celebrity” clientele but also everyday, if affluent, women.

Washington also liked that the bag presents a luxurious image but is still “practical”. Both stylists said they can see professional women in leadership and executive positions being drawn to the purse.

“A businesswoman who works hard is absolutely going to indulge in luxury,” Washington said.

It can also go from day to night use, she added.

“You can always put the strap in the bag, and then you have a cute little handle bag, and you can go to cocktails with that,” Washington said.

Depending on the size, Quint said the Holy Bag can also be used as a travel bag or a weekender, adding that it also comes in a variety of colours with options for embroidery and embossing.

“I’ve never been a tiny-bag girl, so it’s good to have that option for myself,” she said.