Most bag brands target the 20-something It Girls of the moment when they’re trying to seed product with celebrities in order to stoke public curiosity—the Gigis and Kendalls, but also the Emma Robertses and Lucy Hales—in hopes of getting their bags on celebs’ Instagram profiles, or even just in front of paparazzi cameras while they’re out grabbing some Starbucks. (It works, and we’re living proof!) But Gabriela Hearst has a much more keenly targeted celebrity seeding strategy for her coveted Nina and Demi Bags.
Hearst clearly prefers more established women of a certain type and acumen—and she largely seems to ignore women under 30 altogether. And that’s sort of radically honest, because although high fashion chases youth, it’s more often than those actually buying are older and more professionally established women, and that’s especially true of a brand like Hearst, which eschews flash and logos. The celebrity women who carry Gabriela Hearst are all extremely accomplished, talented and/or beloved. They’ve won awards. They’re tastemakers, entrepreneurs and leaders in their respective fields. And what’s more—they don’t even always even have an Instagram. Let’s take a gander at the celebrity women that Gabriela Hearst has deemed Gabriela Hearst-worthy.
(As for actually buying the $1,995 Nina or its smaller sister, the Demi, that’s still a little tricky. You can add your name to the bag’s wait list at Gabriela Hearst’s website.)