WHEN DOES A BAG become an 'It' item? For fashion aficionados this seminal moment would undoubtedly be linked to Sarah Jessica Parker or, more accurately, the stylists behind her character in Sex And The City. So when sassy Carrie Bradshaw was filmed carrying LeSportsac's gold Loop Clutch in a recent episode, stores sold out of the limited-edition design and the company knew its time in the spotlight had returned. In recent years, LeSportsac has suffered from a rather fuddy-duddy image, evoking images of bespectacled spinsters unravelling the fold-away pouches at the supermarket, or legwarmer-wearing girls off to 'jazzercize' swinging the holdall in time with their ponytails. Thanks to the 1980s revival, however, this American brand (no, it's not French) is enjoying a resurgence in popularity. Style totems such as Penelope Cruz, Cameron Diaz, Jennifer Lopez, Marisa Tomei and Kate Hudson have all been spied carrying the nylon bags with their trademark logo trim, and Catherine Zeta-Jones is reputedly a fan of the slim Kiki reversible clutch. Jean-Louis Dumas Hermes (head honcho of Hermes) and Calvin Klein have bought LeSportsac bags despite owning considerable bag collections of their own, while Queen Sophia of Spain once walked out of the New York store having purchased 50 styles in one spree. The renaissance of LeSportsac's durable styles in 'ripstop' parachute nylon, which introduced the world to utilitarian chic while Miuccia Prada was still in knee-high socks, is largely due to chief executive Timothy Schifter, whose family founded the company in 1974 and who took it over in 1988. Being married to fashion editor Helen Elizabeth Lee helped of course and Schifter reinvented and introduced the bags to a new generation. Contemporary designs were launched which aped bag shapes of the moment such as Fendi baguettes and Prada bowling bags. New carrying concepts were dreamed up including mobile phone and portable tissue cases, baby bags, tennis bags, packing pouches (bags you compartmentalise your luggage with) and pet carriers. You can even buy watches in prints to match the bags. A designer collection has been launched featuring carefully chosen guest designers, starting with trendy New York ceramicist Jonathan Adler and his LeCute range covered in 'Fren-glish' phrases. Next up is Diane von Furstenburg who has designed a collection for autumn 2002 in patterns evocative of her famous wrapdress prints. All in all the range is now available in 50 different colours and nylon prints including Liberty-style florals and paisleys, pink spots, Paul Smith-style multicolour stripes, sequins and animal and bandanna prints. Aided by an extensive advertising campaign featuring 1970s-style illustrations by trendy British fashion illustrator Julie Verhoeven (who designed this season's must-have nature scene collage bags for Louis Vuitton), LeSportsac has thrust itself well and truly in the fashion firmament. The company refuses to talk figures but with 20 stores and concessions in more than 20 countries, including recently opened flagship stores in New York and Japan, it is safe to say its future is as bright as its bags. But the main reason they've become so covetable? In these recession-scarred times, a designer purse that starts at US$100 (HK$780) and a handbag from US$220 just can't be beat. At these prices you can afford a matching luggage ensemble for the price of one Vuitton monogrammed vanity case and look a lot more chic at Chek Lap Kok. LeSportsac has stores at Ocean Centre (tel: 2317 7955), Pacific Place (tel: 2918 0051) and The Landmark (tel: 2973 6861) and concessions in DFS stores. View the range at www.lesportsac.com
