Trend alert: the fashion bag looks like a box of food delivery

The firm Staud is behind one of the most viral accessories among the guests at New York Fashion Week: a model with a top handle halfway between a jewelery box and a 'take away' box.

She is called 'Sadie' and has been a front-row favorite at New York fashion shows. Photo: GETTY IMAGES

After the bag that imitated a beach bucket and the one that was finished off with a round handle, this spring everything points to the fact that the most photographed on Instagram will be box-shaped. In line with other designs that mimic a jewelery box with handles (such as the also viral Olivia by Rejina Pyo), New York Fashion Week has ratified the Sadie by Staud as the new object of desire.

The 'Sadie', in different colors and finishes, has been the most repeated accessory among fashion show attendees. Photo: Getty Images

It boasts simple shapes and a bare size, but dispenses with superfluous decorations. With a cute mirror on the inside and a simple magnetic closure, it says feel the functionality.

Favorite among the hands of the guests, the bag has been enough for a few months to be crowned: perhaps because of its original silhouette or perhaps because of its average price (quite far from the four figures that hang from the labels of the big brands). The piece, available in two sizes and various finishes, is for sale on the brand's website for around 300 euros. Also, to avoid surprises in the form of tariffs (it is shipped from the United States) in many luxury multi-brands such as Net-a-porter or MyTheresa.

The bag is available on the web from 300 euros. Photo: Dr.

Sadie is nothing more than the latest ingenuity of Staud, a firm with only three years of life but revenue estimated by Forbes at 20 million dollars in 2018. Its success has been based on a careful digital marketing strategy: social networks and the virality of its geometric accessories have been key elements in its development. Also the vision of Sarah Staudinger, its creator, who launched the project at just 27 years old, after having been fashion director at Reformation.

In 2014 Alexa Chung became the best ambassador for the Charlotte Olympia box. Photo: GETTY IMAGES / DR

Halfway between a treasure chest and a fast food box, the Sadie is not the first accessory to be inspired by popular culture, specifically the cardboard boxes found in take-away stores. In 2010, to coincide with its show in Shanghai, Chanel launched a series of limited-edition accessories that embodied Karl Lagerfeld's vision of oriental culture. Among them? A bag that pretended to be a Chinese food restaurant box (an invention that, by the way, is American). The bag, which went on sale for a not inconsiderable 7,500 euros, today is a collector's item.

A short time later, in 2014, Charlotte Olympia and Kate Spade starred in one of those inspirational coincidences: both delivered two models who drank, more or less literally, again from the same object whose forms they reinterpret today in Staud.

Chanel and Kate Spade used the resource (much more literally) to capture the oriental inspiration of their collections.

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