Japanese fashion girls are all obsessed with this Beautiful People leather bag, and its meaning really hits home
Blending everyday life with luxury in just the right way
If you’ve recently had a chance to stroll the streets of Tokyo, beyond the bags seen everywhere, you’ve likely noticed how commonly young Japanese people wear or carry items bearing the “Beautiful People” label. Founded by Hidenori Kumakiri, the brand has become one of fashion’s most sought-after designer labels, thanks to its dual appeal of accessible prices and exceptional craftsmanship. Its new leather Market Bag from the Spring/Summer 2025 collection, in particular, takes its contrast-driven aesthetic to the next level.
- Related reading: French elegance for everyday life: the new Polène Cyme Tote is here, now even more practical and appealing!
A deconstructive spirit shaped by COMME des GARÇONS
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Beautiful People’s success is no accident. Before founding his own label, Hidenori Kumakiri worked as a pattern maker for HOMME, a line of the legendary brand COMME des GARÇONS. That experience profoundly shaped his design philosophy: “Clothes aren’t just about how they look on the surface; you also need to consider the meaning behind them.”
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Since its founding in 2007, the brand has championed breaking down gender boundaries. Hidenori Kumakiri firmly believes that people should be a brand’s first priority: It isn’t the brand that makes you beautiful; it’s your confidence that brings out the beauty of the clothes. This people-first attitude, rather than one that follows the crowd, is precisely why the brand has resonated so strongly in Japan.
When a plastic bag meets the Hermès Kelly Bag
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The new leather Market Bag is the standout of the Spring/Summer 2025 collection. The designer reinterprets the silhouette of an everyday plastic bag in high-quality Italian leather, then unexpectedly incorporates the metal details and structure of the iconic Hermès Kelly Bag.
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This bag is more than a playful spoof. It reflects the brand’s exploration of “blurred values,” beginning with a fusion of ideals and reality: Kelly details that symbolize top-tier luxury are set against the most everyday of forms, a plastic bag. By pairing a familiar feel with elegant hardware, the brand strikes a balance between luxury and affordability, reminding us that fashion should be part of everyday life.
The perfect balance of quality and function
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The Market Bag’s craftsmanship also holds up under close inspection. It’s made from finely textured Italian leather and lined with brushed polyester fabric that feels surprisingly soft. The collection comes in two sizes: the smaller version is a polished crossbody bag, ideal for complementing simple everyday outfits, while the larger one is a roomy top-handle tote with a cool, modern presence.
Beautiful People once again proves that true fashion doesn’t have to rely on a sky-high-priced logo. It comes from an insight into everyday life and a commitment to quality. If you’re in Japan or planning a trip there soon, be sure to try this exceptional piece in person, one that gives you an effortlessly polished yet relaxed look.
Join POPBEE Circle and subscribe to the POPBEE newsletter for the latest updates, and get early access to exclusive perks and discounts. Beyond this article, here are a few recent stories worth checking out:
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