Marc Jacobs revives his most famous Y2K bag, the Stam
Marc Jacobs has revived the handbag that made him a household name and which adorned the arm of every early aughts 'It' girl – the Stam.
The Stam was first introduced for AW05 and was named after model Jessica Stam; it went on to be a Y2K fashion era-defining bag before it was retired in 2013. The Stam was often seen on style icons of the era such as Paris Hilton, Hillary Duff and Rihanna and was the embodiment of Jacobs' approach to design fusing uptown elegance with downtown edge.
It has now been introduced as part of the (M)Archives collection of timeless accessories and retains all of the authentic features of the original, including the quilted leather, 'coin purse' clasp and chunky chain.
Made in Italy, the Stam is now available in two sizes, small (£1,015) and classic (£1,625) from marcjacobs.com and in all Marc Jacobs stores.
To mark the signature bag's return, the American designer has created a campaign featuring high-profile women who rose to prominence around the same time as the bag, including original fan Paris Hilton, Selma Blair, Ashanti and Ashlee Simpson. Jessica Stam is also back to star in the campaign, which was shot by Harley Weir and styled by Alastair McKimm to mark the return of her namesake bag.
Y2K fashion and icons of the era are popular references for the Gen Z market, who, according to recent research of UK consumers from Klarna, believe the era to have been "cooler" than today. 61% of consumers told the payments provider that the 2000s were a cooler period of time to the 2020s with 51% of shoppers feeling that shopping was better back in the Y2K era than it is now (15% are nostalgic for shopping in-store with friends).
Paris Hilton in Juicy Couture sweat suits and Von Dutch caps is a key fashion reference point with icons of today such as Dua Lipa and Billie Eilish channelling Y2K looks.
Marc Jacobs has also opened his first Heaven by Marc Jacobs store in London's Soho, the first outside of its original Los Angeles home, which sells Y2K inspired fashion and lifestyle products to the Gen Z market.