Cult Gaia bag's insta-appeal makes it a hit

It has been a long time since I have fallen in love with a bag. In the 1990s, I was one of those girls who fell for fashion's fiddle - I wanted every 'it' bag: the Gucci bamboo backpack, the Dior Saddle bag, and The Fendi Baguette. These bags now all sit in one cupboard as memories of a mis-"spent" youth.
But I am now the proud owner of the Cult Gaia Ark Bag in lagoon blue. And this bag has become the arm-candy that every fashion girl must post on Instagram.  Is it yet another clever fashion marketing trick? Have the influencers been out smarted - or is this bag really is an object worth desiring?
The founder of Cult Gaia is Los Angeles-based Jasmin Larian. Her father's toy company was behind Bratz Dolls - these dolls became a phenomenon just at the start of millennium. And many of today's style savvy teenagers credit these fashion confident dolls for their love of dressing up. These dolls were very forward both in their looks and perceived lifestyle. This made them the talk of town. And there is no better marketing tool than word of mouth.
Jasmin does not like to talk about the Cult Gaia bag's origins, giving her design an air of mystery. But the cage shape seems to be inspired by the Japanese picnic bags of the 1940s. Originally the cult Gaia came in bamboo, but now it also comes in malachite acrylic. And the best thing is the price tag - starting at around $128, it's friendlier to the pocket than most other 'it' bags. But despite this, the bag had few takers when it was first designed.
So that is when Jasmin focused on propaganda. The Ark's half moon shape with its architectural details made is very distinct, and eventually its "instagrammable" appeal became its USP. She insured that the right influencers shared pictures of the aesthetically appealing bag. And so a lifestyle was built around her design. Thanks to social media, her bag is now talk of the town.
This bag of beauty is a great conversation starter. There is no denying that it is not that practical because of its panel strips and fragility, but it still manages to tick all the fashion boxes. Being part of a brand that not many people have heard of is actually a huge plus point. There was a time when being adorned with accessories from one of the well-known fashion houses was a sign of style - now it's all about discovering a new niche label. Women also love the fact that it is affordable - spending big bucks no longer equates to making something desirable. There is nothing more nouveau than flaunting your bling and Birkins. Thirdly and most importantly, it is Instagram friendly. So much so that this "Made in China" bag has been on the arms of Beyonce and Jessica Alba-and mine!
Sujata Assomull is the Consulting Fashion Editor at Khaleej Times