The latest ‘it bag’ comes from an under-the-radar fashion house that a millennial made cool again

But it doesn’t hurt that the Holy Bag comes in a variety of sizes and colors at different price points, according to Quint. While the standard size is $990, mini ones can cost as little as $790, while larger models retail for up to $1,780.

Some other quiet-luxury purses are more expensive. The Row’s Margaux Bag starts at $3,490, while Bottega Veneta’s coveted quilted purses range from $1,500 to an eye-watering $45,900.

The mastermind behind the Holy Bag is Courrèges’ young artistic director

The Holy Bag’s success represents Courrèges’ transformation under Nicolas Di Felice’s stewardship, Quint said.

Di Felice, who is in his early 40s, joined Courrèges as artistic director in 2020 after stints at Balenciaga, Dior, and Louis Vuitton. He arrived with a mission to breathe new life into a fashion house that had its heyday in the 1960s, according to Business of Fashion, an industry publication.

“They made the right decision bringing him on,” Quint added.

Both stylists said they can see professional women in leadership and executive positions being drawn to the purse.

“A businesswoman who works hard is absolutely going to indulge in luxury,” Washington said.

It can also go from day to night use, she added.

“You can always put the strap in the bag, and then you have a cute little handle bag, and you can go to cocktails with that,” Washington said.

Depending on the size, Quint said the Holy Bag can also be used as a travel bag or a weekender, adding that it also comes in a variety of colors with options for embroidery and embossing.

“I’ve never been a tiny-bag girl, so it’s good to have that option for myself,” she said.