Repetition or Reinvention? The Art of Revival Handbag Styles (Part 1)

Understanding the Fashion Lifecycle

Let’s breakdown the fashion lifecycle. The fashion industry operates on cyclical trends, often on a 20-year cycle. This means that a generation of shoppers who were too young to afford an “it” bag during its original heyday may now have the financial means to purchase it. The reissue allows adults with disposable income an opportunity to fulfill a past aspiration, leading to a feeling of status and achievement. In the luxury handbag world, the life cycle operates on cycles of desire. When society as a collective rediscover's beauty in a familiar piece of fashion history, “what goes around comes around” becomes less of a cliché and more of a structural truth of style.

Vintage Handbags vs. Reissued Designs

While today’s fashion houses continue to look to the past for inspiration, reiterations always return with modern elements instilled by current generations. For fashion houses Fendi, reviving the Spy bag and the Mama Baguette, and Hermès—the JPG Shoulder Birkin, affirms what every collector already knows: what goes around comes around, not as repetition, but as reinvention. Heritage houses shed light on old school styles while conveying them in a new school approach. Silhouettes are not discarded, but archived, awaiting cultural readiness to return.

By reissuing a classic handbag style, brands aim to capitalize on the pre-existing popularity of the style without losing a sale to a second-hand competitor. However, as consumers pay more attention to sustainability, authenticity and avoiding overconsumption, buying vintage over the revival of an old design lets brands and customers bridge the gap between heritage and environmental concerns. Vintage designs that persist over time gain credibility as “investment” pieces, helping transform these archival styles into novelty pieces, hence the rise in vintage handbag collectors. Therefore, when a classic handbag style is revived, the vintage model only gains more value.

Due to its proven success rate, reissuing a bag that was a consumer hit in the past is less risky than investing in a completely new design. As a way of reinforcing brand identity, re-editions help establish a brand’s heritage and solidify its status in the marketplace, and consumer’s nostalgia is a driving factor behind the market’s demand.

Nostalgia can be defined as a sentimental longing for the past, often offering strong emotional resonance, leading to a rise of positive emotions, increased social connection, and a boost in self-esteem. On an emotional level, the comeback of vintage handbag styles is powerful for both consumers and brands. For those who remember the bag’s initial debut, acquiring a reissued version can evoke a powerful sense of comfort and connection to their past selves. This is known as a “fashion flashback” and it’s used to transport consumers to a different time in their lives.

So, what is the psychology behind trend repetition, and why are we so gravitated towards it? Why do we look back to move forward? And really, why does everything that goes around, come around? Well, people tend to purchase and wear items that make them feel good, and in most cases, it’s clothing and accessories associated with certain people and periods in their lives that may bring back feelings of nostalgia. The rise of archival handbag styles is a result of cultural relevance from consumers and designers alike basking in the familiar feeling of nostalgia.

“Newstalgia”: Blending Retro and Modern

Nostalgia has become a leading force in creation worldwide. From Hollywood reboots to handbag reissues, inspiration for all artistic outlets is being pulled from past decades. This has resulted in a mix of old and new elements, essentially throwing nostalgia and modernism into a blender to concoct a contemporary combination defined as “newstalgia.” While the saying, “what goes around comes around” undeniably rings true for our pre-loved handbag business model, things will always recircle, albeit with archival reverence and modern polish. In some parts reminiscent and in other parts revamped, the revival of classic handbag styles has cross-generational appeal and celebrates the fashion life cycle.

In the end, the lesson is simple: in fashion, what goes around comes around—and at What Goes Around Comes Around, its already waiting for you. Shop our collection of 100% authenticity guaranteed classic vintage handbags today.