Jil Sander – Luxury Paper Lunch Bag : Start-up Idea
Luxury lunch bag taps into “stealth-wealth” trend
By Michelle Hammond
Because some women need couture to carry leftovers to work, the world’s most expensive paper lunch bag has been unveiled.
Fashion designer Jil Sander’s Vasari bag is described as a “long rectangular silhouette” created from “coated paper”. The deluxe lunch bag will set you back $280.
The creation is accented with stitching, gold-coloured eyelets and the words “Jil Sander” printed on the bottom. The paper bags have already sold out.
This is not the first time Jil Sander has debuted a bag of this nature. Last year, the label sold a $150 acetate carrier, which is basically a glorified plastic bag.
The bags are understood to be part of the “stealth-wealth” trend – understated luxury at an exorbitant price.
If you’re trying to create a point of difference within your own label, perhaps it’s worth tapping into the stealth-wealth trend yourself.