The Success of Tory Burch’s Lee Radziwill Bag Revolutionizes Affordable Luxury

The model has gone from a niche product to a true viral icon, propelled by numerous influencers on TikTok and its presence on recent catwalks. In just a few weeks, some models are already sold out.

A tribute to Lee Radziwill, icon of American elegance and sister of Jackie Kennedy, the bag has a structured and rather classic silhouette in a versatile format, offered at a much more affordable price than iconic models from ultra-luxury houses such as Hermès or Louis Vuitton. The product description and limited editions reflect Tory Burch's attention to detail and the brand's history, giving the bag a credible heritage appeal.

Commercially speaking, the American brand, founded in 2004 in New York, is no small business. It reports significant sales across all its channels. According to data published by Forbes, Tory Burch's revenue is expected to reach nearly $1 billion in 2024, which has undoubtedly contributed to the model's viral popularity. This positioning allows the Lee Radziwill to appeal to Generation Z customers who are looking for the cachet of an it-bag without the often prohibitively expensive price tag of Hermès bags.

The sales momentum and success of Lee Radziwill reflect the purchasing trends specific to Generation Z. The bag was adopted so quickly because it gained massive visibility on social media, particularly through vertical formats such as TikTok. It benefits from prestigious storytelling while remaining accessible. Search and purchasing trends show that Generation Z now favors algorithms and virality over pure logo prestige.

However, this success is not necessarily an immediate threat to certain legendary it-bags such as Hermès' Birkin or Kelly. These models are based on exclusivity, excellent craftsmanship, and a collector's market that cannot be easily replaced.

On the other hand, it's fair to say that the rise in popularity of “accessible but stylish” bags could, in the medium term, erode the cultural supremacy of ultra-luxury brands among young buyers and redefine what “status symbol” means for the rising generation. Lee Radziwill could thus become a textbook case, capable of reshuffling the cultural deck of luxury in a new world where perceived value can be built as much through virality on TikTok as through the prestige of historic brands.