In the past, fanny packs were associated with tacky tourists and unfashionable people and remind people of the 90’s. However, in recent years, fanny packs have made a comeback in fashion. Fanny packs are having a high fashion revival in the form of brand-name waist bags. Some look quite similar to designer handbags now on a belt strap, like Gucci’s GG marmot belt bag (priced at $1150), while others take on the traditional fanny pack shape, like Louis Vuitton’s bumbag (priced at $1500). Unlike many fashion trends, waist bags can also be worn by men and other gendered people besides women. The Wall Street Journal reported data from NPD, a market research firm, that sales of waist bags grew over 10% from September 2016 to 2017. Marshal Cohen, an analyst at NPD, calls waist bags the “fastest-growing segment in the men’s accessories market.” Instead of wearing it around the waist, people have also been wearing waist bags across their chests. This was made popular after Louis Vuitton collaborated with Supreme and had a male model walk down the runway with the waist bag worn in that style. In addition to being trendy on the runway, fanny packs have always been practical to hold things even when they were considered uncool. The runway backing and the inherent functionality have allowed designer belt bags to flourish and become endorsed by music artists and celebrities like Rihanna and A$AP Rocky.
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