Why Do I Hate My Gucci Bag?

Have you ever obsessed over an item to the extent that it becomes the pinnacle of your savings goals?

It’s the ornate being indelibly etched in your mind that you long for with such a vibrant lust you have managed to convince yourself you need it in your life? That it will complete you in some way?

In 2017, it’s likely that a Gucci Marmont hip bag was the item you held in such esteem. And now, just three years later, it’s even more likely you’ve moved onto the next must-have.

“Why do I hate my Gucci bag” we hear you ponder. We hear you, and generations before you, sit and wallow in the pensiveness surrounding the accessory that was meant to be the completing detail.

Come, let’s discuss.

Casting our minds back to 2017, the Gucci Marmont hip bag hype was beginning to reach its apex. The logomania hype launched with full momentum and a throng of stylists, influencers and designers themselves embracing what was initially thought of as a trend (here we are, in 2020, and logos seem to be going nowhere).

Gucci was peaking, still benefitting from the Gucci Horsebit Loafer explosion in 2016 and the brand became synonymous with ultimate style – sneakers, handbags, stockings and luxe streetwear sweats. It was a wild time to be a handbag, to say the least.

Still, it’s hard to come to grips with the fact that this item you longed so wholeheartedly for has become an item you can hardly wear without a prong of iciness grumbling inside you.

This is the bag, the pair of shoes, the dress you had moulded to be perfect for you and you only. Now, everyone has it or wants it or sticks their noses up at it for its prominence on the streets.

The exclusivity begins to wear off and the decision to purchase it in the first place come into question. But, why?

It’s all too easy to point the finger at fast fashion as the reason for the downfall of treasuring our purchases but in this case, it may well prove a valid hypothesis.

There’s been much discussion surrounding our ever-shortening attention span as a result of high street brands releasing frequent new season drops.

In conjunction with enticing low sale prices, this perpetuates the cycle of encouraging a consumer to feel ‘behind the game’ if they aren’t shopping what is new.

While a designer bag doesn’t compare to a high street alternative in value, if the high street manufactures an eerily similar-looking bag at a lower price, it further dilutes the exclusivity associated with your once coveted purchase.

Blatant hipsterism and a pinch of Basil Fawlty snobbery are also behind growing tired of your Gucci bag, or any designer accessory purchased at the height of, or just before, its trending period.

It’s not cool or unique if anyone else has the same one, right? Or, the modern equivalent, it’s not cool or new if it’s already been posted onto your Instagram feed, right?

Even before purchasing a new accessory now, many consult a mental checklist of how many people already own it, is it big online and does it have the uniqueness to last?

Nobody wants to be caught out with the bag everyone carries to dinner. Nobody wants to be spotted at a bar with the same accessory are three other patrons.

But maybe we should throw caution to the wind and forget this checklist and its rules of exclusivity.

In the words of ultimate it-girl Alexa Chung, “Trends are cool, fuck it.”

Chung’s philosophy sits alongside “never regret something you once had because, at the time, it is exactly what you wanted”.

So, don’t hate your bag just because everyone has it or because you feel it is pastiche. Look at it as a symbol of a time gone by that brought you joy or an exciting afternoon in Paris where you took the metro to shop for the bag on the Rue Saint Honore.

Leave it to mature for a few weeks, months or years and then revisit it. It may take to a different light after being taken out of rotation temporarily.

Image by Jarrod Pettit

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