With its vintage vibe and enigmatic name, Cristina is the latest creation from Marc Jacobs. Between carefully crafted social media teasers and fleeting appearances on it-girls, the bag seems to tick all the boxes of a future it-bag. A look at a successful launch and why it just might become a cult favourite.
The art of teasing, Marc Jacobs style
It was the day after the Fall 2025 ready-to-wear show that Marc Jacobs unveiled an accessory still unknown to the public. The designer appeared alongside the Cristina bag, paired with an ultra-dramatic, blinged-out manicure, set against a raw backdrop stairwell corner, slanting light.
No traditional campaign photos, then, but a well-executed teaser. The bag first appears in the hands of show guests: model Jaylene Cruz, content creator Isa Sung, and stylist Sierra Rena. All take part in an impromptu “What’s in my bag?” on the brand’s social channels, helping to ground the Cristina in reality: an accessory barely released, yet already embraced.
Next, Marc Jacobs unveils an official campaign in which the bag is treated as a standalone entity. No longer just a fashion item, it becomes a character. Her name is Cristina, and “She’s that girl.” The video’s conclusion is both ironic and telling: “She’s emotionally unavailable, but always available online.”
A design rooted in the archives
In terms of design, Cristina stands out with its supple, velvety-touch leather, lightly crinkled pleated effect, metallic lock, and tiny diary-like key. Available in two sizes, it subtly recalls models from the golden age of the Marc by Marc Jacobs line, once aimed at a younger audience in the late 2000s to early 2010s.
The nod to the Classic Q Bag is clear, it too featured pleats on one side, but the Cristina also aligns with a more contemporary lineage: think Ferragamo’s recent Soft Shoulder Bag or the iconic Prada Easy Satchel Bag.
Without being part of the (M)Archives line, designed to connect the brand’s archives with the present — the Cristina carries memories while getting ready to write its own story. It comes in black, cream, burgundy, and khaki: a timeless color palette to suit every season.
Cristina, or the makings of an it-bag
At a time when reissues of vintage bags are everywhere, Marc Jacobs opts for a more subtle tribute. Cristina doesn’t replicate a past model, but it channels the spirit of the Marc by Marc Jacobs line, a cult favorite among a generation that came of age in the 2000s. It taps into a sense of nostalgia while showcasing a distinctly contemporary silhouette, a clever way to stir emotion without slipping into mere revival.
The bag’s success also hinges on a well-oiled communication strategy. Unlike some of the brand’s more low-key collaborations like the recent one with London designer Mowalola, barely mentioned on social media the launch of the Cristina takes center stage on the brand’s Instagram account. Stories, portraits, offbeat campaigns, targeted appearances…every detail is designed to embed the bag firmly in our minds.
Cristina ticks all the boxes of today’s it-bag: a name that feels personal and human, like a close friend, a retro aesthetic infused with modern flair, and a light, well-placed storytelling touch… Most importantly, it easily transitions from the hands of the American designer to the arms of the trendsetters of tomorrow.
