A “luxury” bag, signed Zegna and also free for anyone who wants it. It's not a dream, but what really happened in Milan during this latest edition of Design Week: the fashion house Zegna has made a very exclusive limited edition tote bag available to everyone at no cost. What if it went viral? Moreover. In no time at all we (re)spotted it for sale on online marketplaces.
Delusions of grandeur, a reaction to the rage of micro bags or a simple need for more space? It doesn't matter the reason, the models must have of the season they must be oversized to the nth degree
Protagonist of this marketing activation designed by Zegna it was a simple canvas shopper, the perfect one to carry comfortably on the shoulder, around the city and complete with a laptop inside. Made available in multiple designs, the highly coveted bag has a name: the maison named it The Born in Oasi Zegna Tote Bag.
There's no point looking for it in the boutique or on the brand's e-commerce site because the coveted shopper was only made available on the dates that involved Milan Design Week, i.e. from 15 to 21 April. There were four locations where fashion enthusiasts stood in long lines to get one: the Zegna headquarters in via Savona; the Rizzoli point in the Galleria Vittorio Emanuele II; the Global Store in via Montenapoleone; and finally the Born in Oasi Zegna newsstand in Via dei Giardini.
But speaking of the long lines, was it worth it? Yes, it was worth it. With a hint of cunning and cunning, those who managed to take home the Zegna tote bag also sensed the business opportunity. In the following hours, the shopper has appeared on online shopping marketplaces – like Vinted and Vestiaire Collective – with figures ranging from 35 to 100 euros.
As the pure law of marketing teaches, the publicity stunt has certainly given the maison great visibility and resonance (besides, for better or for worse as long as it is talked about). However, it is not the first time that a tote bag has found itself in the crosshairs of so much media attention. Last October it was the French fashion house Saint Laurent that made headlines with the shopper bag sold for “only” 55 euros. That too went viral on social media with the cry of #saintlaurenttotebag, it sold out, and who knows, today there are people waiting for a restock despite the price.
Is the price attractive, the quality seems good, does the model seem original? Never stop at appearances. Here is a mini guide to deal with uncertainties and avoid running into dangerous fakes when buying bags preloved and vintage
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In the wake of the free experience, we also remember the experimental activation Feels Like Prada of 2021. On the occasion of Milan Fashion Week, the fashion house selected some boulangerie to “dress up” sandwiches, focaccias and croissants with Prada-branded paper bags. At the usual cost of the sandwich, without any price increase. A type of participatory (and sensorial) experience that nourishes and amplifies the sense of belonging not only to an aesthetic but also to a community of people who identify with the values of a brand. And here even waiting in line for hours – for a shopping bag – acquires meaning.
Source: Vanity Fair
I’m Susan Karen, a professional writer and editor at World Stock Market. I specialize in Entertainment news, writing stories that keep readers informed on all the latest developments in the industry. With over five years of experience in creating engaging content and copywriting for various media outlets, I have grown to become an invaluable asset to any team.
