This Week's Obsession: The Row's Margaux Bag

This Week's Obsession: The Row's Margaux Bag

Throughout the 2010s, The Row founders Mary-Kate and Ashley Olsen were routinely photographed carrying Hermès’ famed Birkin bag. Now, they seem to have created their own version. The ultra-quiet luxury label is usually best exemplified by the phrase “if you know, you know” — and thanks to its smash hit Margaux bag, a lot more people are in the know. The Margaux has become a celebrity status symbol — Zoe Kravitz, Jennifer Lawrence and Kendall Jenner have been snapped carrying The Margaux — and more recently, a TikTok phenomenon. On the app, the hashtag #Margauxbag has nearly 2 million views and users are dubbing it the “new Birkin.” In December, Vogue called it an “heirloom in the making.”

Demand for the carryall tote, which starts at $3,490 and is sold in a number of sizes and materials including suede, leather and even alligator skin, is surging. In January, fashion search platform Lyst named the Margaux fashion’s hottest product.

An ‘It’ bag is the latest win for the Olsens, who launched the brand in 2006. Known for its sleek virgin wool coats, precisely tailored blazers, plush cashmere loungewear and leather thong sandals, The Row has long been beloved by wealthy shoppers and fashion insiders. In the past year, however, it’s reached another level in the cultural conversation, thanks to the quiet luxury craze that dominated fashion in 2023.

The Margaux has been reinterpreted in various colorways and fabrications since it was first introduced, becoming a permanent fixture in the label’s accessories arsenal. At the time of writing, it is available in four sizes (10, 12, 15 and 17 inches), made from suede, buttery leather and a canvas-leather combination, in multiple colorways (among them: black, mocha, cuir, cognac, muschio, marine, orange and ivory) on their dedicated e-commerce site, which they relaunched earlier this year. Limited styles also feature across the 270 department stores that stock The Row and at their very-own flagships; blending in perfectly with the curated art and furniture that define their brick-and-mortar spaces in London, Los Angeles and New York.


Margaux bag on sale

Kendall Jenner carrying The Margaux in September in New York City. (Getty Images)


The Mystique of the Margaux

Keeping to stealth wealth staples, the Margaux bag by The Row stays true to the aesthetic’s key tenet of sartorial conservatism and lacks any ostentatious indications of branding on its exterior. Designed in a half-moon bowling-bag adjacent shape, this open-mouthed tote is carried on two handles that can be worn on the shoulder in larger iterations with a more generous drop length.

 The Margaux also features belted gussets with buckle details on the side, which serves to tighten the bag’s sides for a neater look, not unlike the sangles found in the perennial classic Hermès Birkin.

Given its insistence on practicality, this tote bag is generous in its capacity, regardless of sizing. An open section, which can be cinched together by way of a lobster clasp, is lined with contrasting fabric to make sifting through personal belongings more convenient. Pockets on the bag’s side further add to its functionality, with a zippered section ideal for precious keepsakes.

While its use of quality materials puts it in league with Loro Piana and Brunello Cucinelli, The Row’s design speaks to an edgier client, said Neelam Ahooja, a stylist who runs an Instagram and YouTube channel dedicated to The Row. She compares the label to the likes of Dries Van Noten, Comme des Garçons, and Maison Margiela, which developed cult followings for distinct visual language of the brands’ designs.

“For me [The Row] is a way of life, I want my life to have richness, I don’t want it to be overcomplicated, I want it to be comfortable,” said Ahooja, who currently owns seven Margaux bags.

Legacy luxury labels, meanwhile, are increasingly relying on re-editions of tried-and-true shapes, said Burke, making a new silhouette feel especially fresh. As well, there’s something about the utilitarian, slouchy but classic shape that’s resonating with consumers right now.

“There hasn’t been as much newness with some of the more iconic brands, [The Row’s] timing was especially good for introducing this,” said Burke.

Due to its high price point, it took a few seasons to catch on, said Mytheresa chief buying officer Tiffany Hsu, but the e-tailer is now seeing an influx of requests for the bag.

Beyond the Hype: What Makes the Margaux Bag Special?

Sure, part of the Margaux Bag’s allure is its exclusivity. It’s not plastered all over Instagram by influencers (though you might spot it on Rosie Huntington-Whiteley’s arm). But its magic lies deeper than scarcity. Here’s what makes the Margaux Bag tick:

  • Craftsmanship: Made in Italy from high-quality leathers, including pebbled calfskin and smooth lambskin, and meticulously constructed hardware, the Margaux feels like an heirloom in the making. It’s the kind of bag you pass down to your daughter, along with your most sage life advice.
  • Versatility: The Margaux Bag goes from boardroom to bodega with effortless ease. Its structured shape can handle a laptop and files, while the detachable strap lets you transition to crossbody cool for an evening out.
  • Timeless Design: Unlike its trendier counterparts, the Margaux Bag isn’t about flashy logos or seasonal gimmicks. Its beauty lies in its simplicity, making it a forever piece you’ll never tire of.

Investing in the Margaux Bag: Is It Worth It?

Okay, let’s talk about the not-so-glamorous part: the price tag. The Margaux 10 Bag starts at $3,490, which is, let’s be honest, a big chunk of change. But here’s the thing: when you consider the bag’s impeccable quality, timeless design, and investment-piece status, it starts to feel less like a splurge and more like a savvy sartorial decision. Think of it as buying a piece of fashion history, a bag that will outlast trends and fads, becoming a cherished companion on your sartorial journey. But will it, no one knows for sure. 

Think about the history behind the Birkin 

The Birkin bag (or simply Birkin) is a tote bag introduced in 1984 by French luxury goods maker Hermès. Birkin bags are handmade from leather and are named after the English-French actress and singer Jane Birkin.

The bag quickly became a symbol of wealth and exclusivity due to its high price and assumed long waiting lists.[2] Birkins are a popular item with handbag collectors, and were once seen as the rarest handbag in the world.[3][4] The bag's value is a matter of its intentionally high price, which has led to its being described as a Veblen good.[5][6]

We would suggest that the Margaux isn't in this stratosphere, while it may be popular, there are so many factors that have created the iconic status of the Birkin.  And it appears it's status came quickly and has grown for last 40 years.

We suggest if you love the Margaux, co-owning it, it de-risks the investment if it doesn't appreciate and if it becomes your it bag, you can have it in many sizes and colours for the fraction of the cost.  Vote for the Margaux bag on our site, to ensure it becomes part of March's Fab5 bag drop. 


Sources: Business of Fashion, Grazia, Vogue,