The latest 'it bag' comes from an under-the-radar fashion house that a millennial made cool again

• There's a new "it bag" in 2024, courtesy of newly revived French fashion house Courrèges.
• Celebrities from Charli XCX to Hailey Bieber have been spotted with its $990 Holy Bag.

The Birkin from Hermès. Dior's Saddle Bag. The denim Baggy by Louis Vuitton.

To the canon of iconic luxury purses, we can now add the Holy Bag by Courrèges.

The French fashion house debuted the $990 purse — a modern rework of a piece in its archive, with a firm casing, a round adjustable strap, and a discreet curvaceous logo — at Paris Fashion Week in February.

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.

Courrèges' Holy Bag is appealing for a few reasons, stylists said

Yael Quint, a stylist based in New York City and Los Angeles, told Business Insider via email that the Holy Bag is an ideal example of the quiet luxury trend because it lacks overt branding.

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

The Holy bag is "chic, stands up on its own — which is great — and isn't too busy," said Quint, who has worked with Kris Jenner, Julia Fox, and Chloe Fineman.

Aisya Washington, a fashion and wardrobe stylist in New York, told BI 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 colors at different price points, according to Quint. While the standard size is $990, mini ones can cost as little as $790, while larger models retail for up to $1,780.

Some other quiet-luxury purses are more expensive. The Row's Margaux Bag starts at $3,490, while Bottega Veneta's coveted quilted purses range from $1,500 to an eye-watering $45,900.

The mastermind behind the Holy Bag is Courrèges' young artistic director

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

Di Felice, who is in his early 40s, joined Courrèges as artistic director in 2020 after stints at Balenciaga, Dior, and Louis Vuitton. He arrived with a mission to breathe new life into a fashion house that had its heyday in the 1960s, according to Business of Fashion, an industry publication.

"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."

The Holy Bag hits a sweet spot for different buyers

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 colors 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.