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Why luxury is obsessed with relaunching old bags

Marc Jacobs, Fendi and Ferragamo are among the luxury brands breathing new life into archival bag styles, fuelled by Gen Z and millennial consumers’ love for nostalgia.
A fashion week attendee with a Fendi x Tiffany  Co baguette bag.
A fashion week attendee with a Fendi x Tiffany & Co baguette bag.Photo: Jeremy Moeller/Getty Images

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In the world of luxury, what’s old is new again, as brands revive covetable bag styles from the past — albeit with an updated twist to get consumers excited.