From bottom to top: bum bags enjoy surprise fashion revival

IT IS a fashion classic from the Eighties that has long been mocked. But the bum bag is enjoying a surprise revival, having been described as “the coolest bag of the moment” and sported by a plethora of style-conscious celebrities.

High-end designers such as Marc Jacobs, Stella Mccartney, Louis Vuitton and Gucci have all been in on the act, showcasing the trend on the catwalks in this year’s shows. Fashion bloggers, models and buyers attending the shows also had them on display, and it became apparent that the accessory was no longer something to be hidden away in shame.

The high street followed suit and NPD Group, the market researcher, reports that bum bags were responsible for 25 per cent of the US fashion industry’s accessory growth in the first 10 months of this year. They were also the fastest growing item in the men’s accessories market. Celebrities who have been pictured wearing one include Rihanna, Eva Longoria and Mel B.