As a Louis Vuitton ambassador, it’s perhaps no surprise that Zendaya’s new favourite bag is from the French fashion house. But what you might not have noticed is that the monogram style is a re-edition of a ’90s classic, entitled the Diane.
While the actor was first spotted with the bag last July, she’s rarely been seen without it this summer, from her appearances at Wimbledon to her recent visit to Ottolenghi’s Notting Hill outpost. With its boxy shape, the shoulder bag is the perfect size for all your daily essentials – so it makes sense that it’s become Zendaya’s go-to.
Continuing the trend of luxury brands revisiting archival styles (see Gucci’s Jackie and Horsebit bags, and Balenciaga’s Le City), Louis Vuitton first reissued the Diane bag – originally designed by Marc Jacobs – back in spring/summer 2022, adding a branded guitar strap to give the style a more modern spin.
Although the style (which is also similar to the brand’s Solonge shoulder bag) was relaunched several seasons ago, it seems like it’s been a sleeper hit, with resale platform Rebag noting that the Diane is now selling nearly twice as quickly as other Louis Vuitton bags on its site. “The re-edition of the Diane bag aligns with the current trend for ’90s nostalgia,” Elizabeth Layne, Rebag’s chief marketing officer, says. “It’s increased in demand over the past several months, likely due to the enduring appeal of the ultra-practical shoulder bag.”
It’s not the only vintage Louis Vuitton style that Zendaya’s been spotted with: the star was also seen with the brand’s lime-green Spring Street bag from 1999 while on the Challengers press tour, along with the multi-coloured monogram Theda bag during Paris Fashion Week in October. Could those be due a comeback, too? Given the appetite for vintage bags right now, we wouldn’t sleep on it.
