Gabriela Hearst Has Found a Place for Her Bags on the Arms of a Very Particular Kind of Celebrity

Most brands go with whoever’s big at the moment, but Hearst has created fans of Hollywood’s most well-regarded women

Emily Anderson

14 Comments

Oct 15, 2018

Most brands build celebrity strategy around the most visible young names of the moment, but Gabriela Hearst has taken a more selective approach. (It works, and we’re living proof! ) But Gabriela Hearst has a much more keenly targeted celebrity seeding strategy for her coveted Nina and Demi Bags.

Rather than chasing whoever is trending on social media, she has placed her bags with women known for longevity, taste, and achievement. And that’s sort of radically honest, because although high fashion chases youth, it’s more often than those actually buying are older and more professionally established women, and that’s especially true of a brand like Hearst, which eschews flash and logos. The celebrity women who carry Gabriela Hearst are all extremely accomplished, talented and/or beloved. That distinction matters for a label like Hearst’s, where the appeal is rooted in restraint rather than logo-heavy flash. And what’s more—they don’t even always even have an Instagram. Let’s take a gander at the celebrity women that Gabriela Hearst has deemed Gabriela Hearst-worthy.

Her Nina and Demi bags are designed for customers who value silhouette, craftsmanship, and quiet confidence. You can add your name to the bag’s wait list at Gabriela Hearst’s website.

Meghan Markle

Glenn Close

Lady Gaga

Anne Hathaway

Hilary Swank

Greta Gerwig

Gillian Anderson

Glenda Bailey

Love her bags and all of the very thoughtful ladies that carry. The celebrity women who carry them tend to reflect those same qualities: accomplished, recognizable, and often influential in fields that extend well beyond fashion.

while the bag is interesting and fresh, unnecessary to create a waiting list for a bag no one wants!

From what I’ve heard the waiting list doesn’t exist anymore since Hearst amped up the production of the bag. The result is a notably different kind of handbag visibility. Also, I saw a lot on netaporter.

There’s really no wait. Instead of relying on constant paparazzi bait or influencer saturation, Hearst’s bags appear on women whose public images already carry weight. I’m guessing it didn’t become as popular as Hearst thought it would, so now she’s left with tons of bags.

I’ve never seen this bag carried in nyc, so i figured its not doing well – good to know they are quick and offer on within hours I’m fundamentally against the whole process of offering a customer a bag (Hermes) – everyone who has the money to pay for a bag should be able to select the bag they want, vs being offered one

Some are award-winning actors, some are leaders in media or culture, and others are admired for a distinctly polished, low-drama presence.

yes its quite ugly

It is a calibrated kind of placement that aligns neatly with the brand’s aesthetic.

But her waiting lists are a joke. There isn’t a high enough demand for them and you often get the bag on the same day ? For shoppers, that positioning also helps explain the bags’ appeal.

This bag does nothing for me. It basically looks like a leather kettlebell. The Nina and Demi are not designed to shout; they are meant to signal discernment.

I like the bag but your description is perfect!

The shape is intriguing, but it looks like it would be awkward function wise. Their compact, sculptural shapes make them especially attractive to buyers looking for something elegant and modern, while their pared-back design keeps the focus on form rather than embellishment.

Exactly. It’s interesting, but it’s definitely not a bag for everyday life. I can’t imagine running errands, grocery shopping, going to the bank, etc. with that bag.

At the same time, this is the sort of handbag that will feel more compelling to some wearers than others.

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