Is The Row's Margaux bag the next Birkin?

Iconic ‘It’ bags, from Hermès to Chanel, fill the hallowed halls of luxury fashion. Easily recognisable, these best-selling bags become an immediate signifier of status. The age of social media has only boosted this trend, catapulting handbags into stardom overnight. The next must-have bag, The Row’s Margaux, embodies that phenomenon: online social media trends have driven its popularity.

Margaux handbags first caught the attention of celebrity style spotters everywhere after adorning the arms of celebrities like Jennifer Lawrence and Kendall Jenner. 

A growing catalogue of celebrity converts, including Emilia Clarke and Zoë Kravitz, isn’t the only sign of hype. ‘Sold Out’ and ‘Join the Waitlist’ accompany many of the styles featured on The Row’s online marketplace. 

Some fans even whisper that the Margaux might be a challenger to the Birkin. After all, they share a similarly timeless design, fine craftsmanship and availability in large sizes (the Birkin originated from actress Jane Birkin telling the Chairman of Hermès she wanted a bag “half the size of her suitcase”).

What is the Margaux bag?

Margaux handbags, costing between $6,000 to S$9,000, exude quiet luxury. They’re minimalist yet immaculately stitched, crafted in Italy from the finest leathers. They avoid blaring their status through logos. Instead, they opt for a characteristic slumping design that subtly signals to those in the know.

Available in 10, 12, 15 and 17 inch (and even a rare now-discontinued 7.5 inch) sizes, the tote has an open mouth design with rolled top handles. It displays gusseted side panels, supported by the Margaux’s signature adjustable belt buckles.

Functionality is at the forefront of the design. The wide flat bottom comes with studs for protection, while newer models feature a hook closure to prevent item spillage. The smaller models come with removable shoulder straps, while larger models have handle drops lengthy enough to be carried over the shoulder.

First appearing in The Row’s 2018 Fall Collection, the Margaux quickly became The Row’s signature bag, like the Chanel 2.55 or Hermès Birkin. The Margaux, now a permanent fixture on The Row’s catalogue, releases in new skins, fabrics and colourways every season. 

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What is The Row?

As The Row’s signature bag, the design philosophy underpinning the design reflects the ethos of the brand. Established in 2006 by Ashley and Mary-Kate Olsen, the celebrity twins sought to avoid the gimmicky-ness associated with celebrity brands. Instead, they aimed to attract loyal customers through impeccable craftsmanship, using the finest materials and a restrained timeless look. Those same qualities enabled the Margaux to become a fan-favourite upon release.

The Row—and the Margaux—have gone from cult favourites to astounding popularity in the past year. This change in fortunes comes from the rise of quiet luxury. 

How the quiet luxury trend popularised the Margaux and The Row

With terms like “stealth wealth” or “quiet luxury” gaining over a billion views on TikTok, this rising trend reflects the consumer base growing weary of the gaudy maximalism that characterised 2010s fashion and eschewing displays of opulence in light of the pandemic’s economic downturn. Popular TV shows like Succession, where the generationally wealthy shun prominently branded goods in favour of inconspicuous clothes that signal their wealth to their old-money in-group, only accelerated the stealth wealth trend.

The Row perfectly positioned themselves for this trend, with characters on Succession even wearing their products. And their Margaux handbags benefitted. Trends come and go. Much like today, ’80s maximalism championed by designers like Christian Lacroix was followed by early ‘90s minimalism espoused by those like Calvin Klein. With all the hype, some even question how ‘quiet’ quiet luxury truly is. After all, its popularity reflects the same desire to associate oneself with the rich and powerful, no different from the ostentatious maximalism it shuns.

What will stay, however, is the quality that defines The Row’s Margaux. With a timeless appeal and a versatile design that pairs well with everyday wear, Margaux is the perfect functional choice for the busy modern woman.