{"id":32400,"date":"2025-07-21T14:25:33","date_gmt":"2025-07-21T14:25:33","guid":{"rendered":"https:\/\/sneakerspirit.courir.com\/fr\/?p=32400"},"modified":"2025-07-21T14:25:38","modified_gmt":"2025-07-21T14:25:38","slug":"marc-jacobs-sac-cristina-it-bag-2025","status":"publish","type":"post","link":"https:\/\/sneakerspirit.courir.com\/fr\/marc-jacobs-sac-cristina-it-bag-2025\/","title":{"rendered":"Cristina, le nouveau sac sign\u00e9 Marc Jacobs qui affole d\u00e9j\u00e0 la toile"},"content":{"rendered":"\n
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Avec son allure vintage et son nom \u00e9nigmatique, le Cristina est le dernier-n\u00e9 de la maison Marc Jacobs. Entre teasing millim\u00e9tr\u00e9 sur les r\u00e9seaux et apparition furtive sur les it-girls, le sac semble cocher toutes les cases du futur it-bag. Analyse d\u2019un lancement r\u00e9ussi \u2014 et des raisons pour lesquelles il pourrait bien devenir culte.<\/em><\/p>\n<\/blockquote>\n\n\n\n

L\u2019art du teasing<\/em> fa\u00e7on Marc Jacobs\u00a0<\/strong>
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C\u2019est au lendemain de la pr\u00e9sentation de la collection pr\u00eat-\u00e0-porter Automne 2025 que Marc Jacobs <\/strong>l\u00e8ve le voile sur un accessoire encore inconnu du grand public. C\u2019est le cr\u00e9ateur lui-m\u00eame qui pose aux c\u00f4t\u00e9s du sac Cristina<\/strong>, associ\u00e9 \u00e0 une manucure ultra-dramatique et bling-bling, dans un d\u00e9cor brut \u2014 coin de cage d\u2019escalier, lumi\u00e8re rasante.<\/p>\n\n\n\n

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Pas de photos de campagne classiques, donc, mais un teasing<\/em> bien rod\u00e9. Le sac appara\u00eet d\u2019abord entre les mains d\u2019invit\u00e9es du d\u00e9fil\u00e9 : la mannequin Jaylene Cruz<\/strong>, la cr\u00e9atrice de contenu Isa Sung <\/strong>ou encore la styliste Sierra Rena<\/strong>. Toutes se pr\u00eatent au jeu d\u2019un \u00ab\u202fWhat\u2019s in my bag ?\u202f\u00bb improvis\u00e9 sur les r\u00e9seaux de la marque, contribuant \u00e0 ancrer le Cristina dans le r\u00e9el \u2014 un accessoire \u00e0 peine sorti, mais d\u00e9j\u00e0 adopt\u00e9.<\/strong><\/p>\n\n\n\n

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Dans un second temps, Marc Jacobs d\u00e9voile une campagne officielle<\/strong>, dans laquelle le sac est trait\u00e9 comme une entit\u00e9 autonome. Il ne s\u2019agit plus d\u2019un simple objet mode, mais d\u2019un personnage \u00e0 part enti\u00e8re. Elle s\u2019appelle Cristina et \u00ab She\u2019s that girl \u00bb<\/em>. La conclusion de la vid\u00e9o, \u00e0 la fois ironique et r\u00e9v\u00e9latrice : \u00ab <\/em>She\u2019s emotionally unavailable, but always available online. \u00bb<\/em><\/strong><\/p>\n\n\n\n

Un design qui puise dans les archives<\/strong>
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C\u00f4t\u00e9 design, le Cristina se distingue par son cuir souple au toucher velout\u00e9, son effet pliss\u00e9 l\u00e9g\u00e8rement froiss\u00e9, sa serrure m\u00e9tallique et sa petite cl\u00e9 fa\u00e7on journal intime<\/strong>. Disponible en deux formats, il \u00e9voque avec subtilit\u00e9 certains mod\u00e8les de l\u2019\u00e2ge d\u2019or de la ligne Marc by Marc Jacobs<\/strong>, pens\u00e9e \u00e0 l\u2019\u00e9poque pour une client\u00e8le plus jeune, entre la fin des ann\u00e9es 2000 et le d\u00e9but des ann\u00e9es 2010.<\/p>\n\n\n\n

L\u2019\u00e9cho au Classic Q Bag<\/strong> est \u00e9vident \u2014 lui aussi pliss\u00e9 sur l\u2019une de ses faces \u2014 mais le Cristina s\u2019inscrit aussi dans une lign\u00e9e contemporaine : on pense au r\u00e9cent Soft Shoulder Bag<\/strong> de Ferragamo<\/strong> ou \u00e0 l\u2019iconique Prada Easy Satchel Bag<\/strong>.<\/p>\n\n\n\n

Sans int\u00e9grer la ligne (M)Archives<\/strong>, con\u00e7ue pour faire dialoguer les archives de la marque avec le pr\u00e9sent, le Cristina charrie avec lui des souvenirs autant qu\u2019il s\u2019appr\u00eate \u00e0 \u00e9crire sa propre histoire. Il se d\u00e9cline en noir, cr\u00e8me, bordeaux et kaki : un nuancier de teintes intemporelles pour braver toutes les saisons. <\/strong><\/p>\n\n\n\n

Cristina ou la recette du it-bag<\/strong>
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Dans un moment o\u00f9 les r\u00e9\u00e9ditions d\u2019anciens sacs se multiplient, Marc Jacobs opte pour un hommage plus subtil<\/strong>. Le Cristina ne reprend pas un mod\u00e8le pass\u00e9, mais il convoque tout l\u2019esprit de la ligne Marc by Marc Jacobs<\/strong>, culte<\/strong> aupr\u00e8s d\u2019une g\u00e9n\u00e9ration qui a grandi dans les ann\u00e9es 2000. Il r\u00e9active une certaine nostalgie tout en affichant une silhouette r\u00e9solument contemporaine<\/strong> \u2014 une mani\u00e8re habile de jouer sur les affects sans tomber dans le simple revival<\/em>.<\/p>\n\n\n\n

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Le succ\u00e8s du sac repose aussi sur une strat\u00e9gie de communication bien rod\u00e9e. Contrairement \u00e0 certaines collaborations plus discr\u00e8tes \u2014 comme celle, tr\u00e8s r\u00e9cente, avec la designer londonienne Mowalola<\/strong>, \u00e0 peine \u00e9voqu\u00e9e sur les r\u00e9seaux \u2014 le lancement du Cristina occupe, lui, une place centrale sur le compte Instagram de la marque. Stories, portraits, campagnes d\u00e9cal\u00e9es, apparitions cibl\u00e9es\u2026 Tout est pens\u00e9 pour installer l\u2019objet dans notre esprit<\/strong>. <\/p>\n\n\n\n

Le Cristina coche ainsi toutes les cases du it-bag<\/em> contemporain : un nom incarn\u00e9, humain, comme celui d\u2019une bonne copine, une esth\u00e9tique r\u00e9tro toutefois emprunte de modernit\u00e9, un storytelling <\/em>l\u00e9ger qui tombe pile l\u00e0 o\u00f9 il faut\u2026 Et surtout, une capacit\u00e9 \u00e0 passer des mains du cr\u00e9ateur am\u00e9ricain aux bras des filles qui font les tendances de demain.<\/p>\n\n\n\n

Article de Julie Boone<\/strong>. <\/p>\n","protected":false},"excerpt":{"rendered":"

Avec son allure vintage et son nom \u00e9nigmatique, le Cristina est le dernier-n\u00e9 de la maison Marc Jacobs. Entre teasing millim\u00e9tr\u00e9 sur les r\u00e9seaux et apparition furtive sur les it-girls, le sac semble cocher toutes les cases du futur it-bag. Analyse d\u2019un lancement r\u00e9ussi \u2014 et des raisons pour lesquelles il pourrait bien devenir culte. […]<\/p>\n","protected":false},"author":24,"featured_media":32403,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[4060,122],"tags":[4230,4225,4228,3417,2027,4227],"class_list":["post-32400","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","category-fashion","tag-ferragamo","tag-jaylene-cruz","tag-marc-by-marc-jacobs","tag-marc-jacobs","tag-prada","tag-sierra-rena","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nCristina, le nouveau sac sign\u00e9 Marc Jacobs qui affole d\u00e9j\u00e0 la toile - Sneaker Spirit<\/title>\n<meta name=\"description\" content=\"Nouveau sac culte ? Avec son design r\u00e9tro et son lancement viral, le Cristina de Marc Jacobs s'impose d\u00e9j\u00e0 comme le it-bag de 2025. 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