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How The “It-Bag” Is Made

“The It Bag is a totally marketed bulls**t crap. You make a bag, you put all the components in it that you think could work, you send it out to a couple of celebrities, you get the paparazzi to shoot just when they walk out of their house. You sell that to the cheap tabloids, and you say in a magazine that there’s a waiting list. And you run an ad campaign at the same time. I don’t believe that’s how you make something that’s lasting — that becomes iconic as a design.”

– Tomas Maier, creative director of Bottega Veneta, explains to the New Yorker how designers create a buzz for their handbags. [Racked]

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