In 2025, a scuffed old black handbag with a pair of nail clippers on the strap sold for $10.1 million, while millions of people cheered on a $60 Walmart copy of the same bag. They're telling us the same thing. This video explains how luxury bags nearly doubled in price in six years, how a Milan courtroom and a wave of factory TikToks cracked the story, why Gucci lost more than 40% of its sales while Hermès kept growing, and why what's ending isn't the luxury handbag, but the overpriced one.

CHAPTERS
0:00 A $10 million bag and a $60 copy
2:01 What are you actually paying for?
2:30 When a bag meant craftsmanship
3:54 The It Bag era
4:14 The Birkin and the feeling of being chosen
5:28 Gucci's boom
6:01 2020 and the price machine
7:03 Nearly double the price
7:56 "A bag is an investment"
8:38 Crack #1: the Milan courtroom
10:05 Crack #2: the factory TikToks
11:25 50 million customers walk away
12:18 Gucci's slide
13:57 Meanwhile, Hermès keeps growing
14:42 Three markets, not one
17:11 Where the customers went
18:21 What happens to the middle now?
20:02 The one question to ask before you buy
#handbags #designer #documentary