Rebecca Minkoff Reflects on 20 Years of Breaking Fashion Boundaries and an Iconic Bag That Started It All
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As Rebecca Minkoff celebrates the 20th anniversary of her eponymous brand, she's taking a moment to reflect on the journey that started with the iconic Morning After Bag. From its humble beginnings to becoming a staple in women's wardrobes, the bag has seen evolving trends but remains a symbol of empowerment and milestones in her customers’ lives.
"It feels like I’ve lived so many lifetimes within the 20 years, but then at the same time, I feel like we’re just getting started," Rebecca shares in exclusive E! interview, emphasizing how the bag continues to resonate with busy, on-the-go women juggling careers, family, and everything in between.
The Real Housewives of New York City newcomer reflects on key memories and the stories behind her designs, from spotting her first bag in the wild to hearing from customers who bought her creations during pivotal life moments. "It’s cool to see moms and daughters sharing stories—the daughters getting their first designer bag, while the moms are still fans."
As she discusses the evolution of her M.A.B. collection and the inspiration she draws from her customers, Rebecca reveals that listening to her shoppers has been integral to her brand’s success. With two decades behind her, she remains committed to designing pieces that speak to the modern woman’s needs, style, and story.
E!: Tell me about coming up with the Morning After Bag concept and how it propelled the identity of the brand for 20 years.
RM: It feels like I've lived so many lifetimes within 20 years. At the same time, we're just getting started. The bag and what it symbolizes is still relevant for every woman. As a brand, we're always talking to a woman who's aspiring to live in an urban city, looking for love and entrepreneurship, or being a self-starter, and the handbag is a really relevant part of her story.
Obviously, trends change. The bags that we're coming out with as part of our 20th anniversary are more what a woman would carry today. What's a girl's morning after bag look like today?
Now, nostalgia is in and people are really excited about what was fashionable 20 years ago.
Rebecca Minkoff Morning After Bag Collection
Elevate your everyday look with this slouchy hobo that combines laid-back style and roomy functionality, making it perfect for stashing your essentials in a stylishly relaxed way.
Elevate your outfit with a micro bag that easily switches from a chic top handle to a trendy crossbody, making it the perfect companion for any outing.
Show off your style with this chic crossbody that features a convenient top handle and adjustable strap for versatile wear.
Transform your daily routine with a shoulder bag that offers plenty of room for your essentials while adding some sophistication.
E!: Are there any memorable stories or experiences from customers that hold a special place in your heart
RM: I've had women come up to me sharing, “I just bought your first bag after I got my first job, or I was going to my first interview and I bought your bag, or I got a divorce."
Now, I'm seeing moms and daughters because my original audience was a millennial. Their daughters want in. It's cool to see that moms and daughters are sharing different stories, right? The daughter is getting her first designer bag, and her mom is obviously still a fan of the brand, and carrying it as well.
E!: What are some challenges you faced building your brand?
RM: As a designer, I hated when I looked at other brands, and after three months, those bags felt old. I never wanted a woman to feel that way about my bag.
The challenge became designing something that's not known for its logo or its big plaque, but that women still can recognize and have something iconic. Coming up with that doesn't happen overnight. We've developed elements that embody the look of a Rebecca Minkoff bag: the dog hook, studs, zippers, and crosslocking functionality.
E!: What are some challenges you faced building your brand?
RM: As a designer, I hated when I looked at other brands, and after three months, those bags felt old. I never wanted a woman to feel that way about my bag.
The challenge became designing something that's not known for its logo or its big plaque, but that women still can recognize and have something iconic. Coming up with that doesn't happen overnight. We've developed elements that embody the look of a Rebecca Minkoff bag: the dog hook, studs, zippers, and crosslocking functionality.
E!: Did you always envision a brand identity that doesn't highlight logos, and what inspired that choice?
RM: I just never wanted a bag to be something that appeared before the woman, and that's hard to do. It's easy to slap your name on things and add a logo to everything. I think brands can grow a lot quicker when that does happen. However, I was really careful about how and when to use the name, because, to me, it's about the woman.
E!: It's clear how much you care about your customers and what's important to them.
RM: For sure. And I think she knows that I'm listening, right? She knows that I'm in the DMs, responding, watching and reading. She thinks, “If I tell her something, she's actually going to do it.”
If you want to do more RHONY-inspired shopping, you'll love these wardrobe hacks from Brynn Whitfield.
This chic mini crossbody blends effortless style with everyday practicality, making it the perfect companion for running errands or a night out with friends.
Snag this playful suede mini crossbody with studs that effortlessly amps up your look while making it easy to keep your essentials close at hand.
E!: It's clear how much you care about your customers and what's important to them.
RM: For sure. And I think she knows that I'm listening, right? She knows that I'm in the DMs, responding, watching and reading. She thinks, “If I tell her something, she's actually going to do it.”
If you want to do more RHONY-inspired shopping, you'll love these wardrobe hacks from Brynn Whitfield.
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