A Moschino bag designed to look like a croissant on a chain has gone viral online. In a year when people have been stuck inside, stressed and increasingly bored, many people have looked to experimental and whimsical style as a much-needed source of novelty and fun.

With fashionistas favouring utility and novelty over the flashiness of yesteryear, it would seem that days of the ‘It bag’ are over. What does the popularity of micro bags, convertible totes, and tech-enhanced backpacks reveal about people’s changing expectations of this everyday accessory?

Having saved up throughout lockdown, people are seeking joy in high-price purchases, replacing far-flung holidays and fine dining with the purchase of a luxury timepiece. Retailer Watches of Switzerland has reported its sales are up, defying economic uncertainty.

The Telfar Shopping Bag may not be as recognizable or as expensive as iconic designs from Chanel or Dior, but it has become just as coveted among fashionistas. It’s attracted young shoppers with the chance to be part of an inclusive community, rewriting the rules of the ‘It bag’ in the process.