Five of my closest friends from college have bought LA designer Clare Vivier’s Messenger Bag within the last month. While having gotten a lot of press from design periodicals (T Magazine, the Daily Candy, etc), Clare Vivier is not a very well known designer- each of the women I know who’ve bought this bag probably found it by reading the paper.

Moreover from not actively advertising her brand, Clare Vivier continues this model of brandless in her design; the bags are completely exempt of any brand logo, not even a signature piping or pattern to identify the designer. Even the name of the model is left at “messenger bag.” Which is exactly why five of my smartest, most trend-forward girlfriends have bought-in to this level of brand/logo discretion. The “it” bag now proclaims its status as such silently. I just might have to become the sixth to follow the trend leaders.