It's only March, yet 2025 already boasts a new It Bag endorsed by celebrities.
Dior has a deep understanding of It bags, as evidenced by the Lady Dior top-handle quilted bag, which is one of the most iconic handbags ever and served as a style hallmark for the late Princess Diana. The brand is behind one of the most significant handbag launches of 2025 to date, with a multi-faceted marketing campaign for the Dior D-Journey Bag, which made its debut in Maria Grazia Chiuri's S/S 25 collection, quickly elevating the bag to It-bag status. Numerous Dior ambassadors and celebrities, including Anya Taylor-Joy, Nicola Coughlan, and Jennifer Lopez, have rallied behind the D-Journey, creating significant buzz. It's not just seen outside Dior show venues during fashion week; Taylor Swift sported one over Super Bowl weekend, and Rihanna incorporated the Dior D-Journey into her professional attire for A$AP Rocky's recent trial. Following a month of impressive celebrity promotion, Dior has just released its campaign video, presented as a parody of an old-school infomercial, featuring Rosamund Pike delivering her best sales pitch. “At Dior, you can trust that we are diligently working to find the best solutions for your everyday needs,” she states at the beginning of the campaign. "Introducing the Dior D-Journey bag. Perfectly blending the house's elegance with cutting-edge technical advancements, the D-Journey bag will meet all your requirements.” In terms of design, the bag is less structured compared to Dior's other iconic styles like the Saddle Bag or the Lady Dior, featuring a curved handle and a flexible shape, making it a versatile option. As Pike highlights in the campaign video, the appeal of this bag lies in its adaptability, as it can be worn as a crossbody or shoulder bag and includes practical elements like zipped compartments and adjustable straps. Furthermore, you can count on the Dior atelier to prioritize craftsmanship, with nods to archival designs and meticulous attention to detail. The brand notes that the Christian Dior Paris seal is "discreetly affixed by hand.” Continue scrolling for a detailed look at Dior's latest response to the It bag trend. (Image credit: Getty Images) Nicola Coughlan showcasing a D-Journey at the Dior Couture show. (Image credit: Getty Images) Rihanna took hers to A$AP Rocky's recent trial, demonstrating its potential as a stylish office bag. The D-Journey bag was a street style hit during this Paris Fashion Week. Olivia Palermo showcases how it can be carried as a top-handle bag. At the Dior Couture show in January, Anya Taylor-Joy was seen with an oversized black version draped over her shoulder.
Shop the Dior D-Journey Bag:
Dior
- Medium D-Journey Bag
Dior
- Medium D-Journey Bag in Shiny Goatskin
Dior
- Medium D-Journey Bag in Vintage Smooth Calfskin
Dior
- Small D-Journey Bag in Vintage Smooth Calfskin
Dior
- Large D-Journey Bag in Crinkled Calfskin
Dior
- Small D-Journey Bag in Crinkled Calfskin
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It's only March, yet 2025 already boasts a new It Bag endorsed by celebrities.
Rihanna is an admirer.