The voyeuristic content trend is less about shopping and more about identity than ever before.
For as long as women’s media has existed, there’s been a voyeuristic fascination with the things that celebrities personally use and carry around with them. Therefore the question of “what’sof child actress Margaret O'Brien and actress Maria Montez. By 2020, we would see Kylie Jenner pulling a Kylie Skin hand sanitizer out of her Birkin Bag. No matter when and how, it seems we never get tired of peaking into a celebrity’s purse. For seven years and since, the format has taken off on TikTok.
Yoona Bang, a 21-year-old artist in Dallas, has been experimenting with the what’s in my bag format as part of her cyberfeminist practice,. “Having grown up in the 2010s watching beauty and lifestyle YouTubers post their #WhatsInMyBag videos, it really fascinated me to see the “what’s in my bag” phenomenon appear on my feed again, but this time in a memetic format that felt satirical of the original trend,” she tells.
What’s in my bag culture has also permeated the fashion trend cycle itself. It’s not just the bag accessories—it’s also the bags themselves. Clear bags are having a major moment, putting the idea of “what’s in my bag” on full display. Kylie Jenner and Doja Cat were early proponents of theoffer the coolest way to show off your purse’s content at all times.
What we’re carrying in our bags can have different meanings for different individuals and even trend differently between generations. Your Prada purse may have a curated array of products that could be neatly compiled into a shopping listicle or your ribbon-adorned Baggu tote bag may only contain five Sonny Angel dolls, a lizard, and some antidepressants—that’s your choice.
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