I Hold Jacob Elordi Responsible—Here's Why Men Are Suddenly Spending on Designer Bags.

      Max Hurd serves as the Editor in Residence for Who What Wear UK and is an art director, tastemaker, interior stylist, and creative consultant based in London. He collaborates with prestigious luxury brands such as Manolo Blahnik, Farfetch, Asprey, Cartier, H&M, and Patrón Tequila. His vibrant style—which he describes as "Oscar Wilde meets Marie-Antoinette through a Brazilian bordello"—allows him to curate, write, and create in the realms of interiors and culture.

      Since the inception of what we grandly call "civilization," men have adorned themselves with various trinkets to establish superiority in social status. Whether feathers, beads, gold, jewels, or animal skins, we have worn it all. Until the 19th century, men’s fashion was often just as extravagant and showy as women's, but it became more subdued following Queen Victoria's reign. Subsequently, LGBTQ+ individuals emerged, gradually adding much-needed creativity to men's attire. I’m referring to you, Stephen Tennant and Cecil Beaton, those vibrant Bright Young Things.

      For a long time, men’s fashion was seen as predominantly a homosexual domain. This changed when David Beckham enabled heterosexual men to explore it in the '90s and '00s. Since then, we have gradually observed straight men becoming more willing to choose options beyond a simple T-shirt and jeans. Becks proudly wore his sarong, men began to wear (slightly) heeled boots again, and now men have joined women and the LGBTQ+ community in the luxury handbag world. Gone are the days of concealing it under the guise of a "manbag”—no one was fooled; now it’s the age of "the handbag man."

      When it comes to spending, men and women exhibit notable differences. I believe women often spend on themselves for personal satisfaction, whereas men typically spend to impress others. They willingly shell out large amounts of money—whether on cars, art, or luxury accessories—as long as it's visible to others. Furthermore, straight men generally feel more at ease investing large sums in items they deem to be investments.

      The luxury watch market recognized this behavior long ago, effectively encapsulated by the iconic Patek Philippe advertising that suggests a Patek Philippe isn’t truly owned; rather, it is cared for until passed down to the next generation. The allure of creating a legacy is powerful for men, making brands that tap into this instinct particularly successful.

      Precious stones, watches, and designer clothing have become the new status symbols, akin to the beads and feathers of the past. The quantity of these items amplifies one's impression on peers, especially women. Over the past few decades, the pinnacle of male spending in fashion was defined by the watch, with the choice of timepiece signaling social and financial standing. I recall attending a wedding without a watch and receiving a look of pity from the groom, who questioned my lack of a Rolex, asking if I wanted to "borrow" his for the day if that were true.

      As men seek new avenues to showcase their spending and sartorial status, the luxury handbag market has entered the landscape. In recent years, handbag prices have surged; for instance, an Hermès Birkin's retail price has risen by 44% in just a decade, subsequently lifting the entire market. Handbags have transformed from mere carriers of essentials to significant indicators of wealth and investment opportunities. The elite options are now often unattainable for the average individual, making them highly desirable for men with spending power.

      By increasing prices, brands have started targeting a smaller but wealthier market, which is why many men are now sporting designs that were once exclusively for women. The internet provides instant access to these prices, so when we see Harry Styles with a leopard-print Chanel Maxi Flap Bag priced at £7170, it signifies not just personal style but also a financial statement. Moreover, these items appeal to straight men, as they are less likely to face ridicule for carrying a handbag that exceeds the cost of someone else's vehicle.

      The allure of designer handbags also stems from their universal fit—no one is too big, small, old, or young for a high-quality design. A black Birkin remains a black Birkin regardless of the wearer. Furthermore, handbags offer men a fashion outlet without requiring clothing that might make them uncomfortable. A male celebrity can wear a simple blue sweater and jeans like Jacob Elordi, tossing his essentials into a Bottega bag and securing a place on any best-dressed list. Similarly, footballers like Erling Haaland can step off private jets in plain tracksuits while clutching crocodile handbags worth more than most people's annual incomes, earning them the title of style icons.

      Handbags have always added flair and intrigue to outfits, and I have a particular fondness for JW Anderson’s resin bags shaped like hedgehogs, frogs, pigeons, and my favorite, canaries