Bella Hadid resurrects Saint Laurent’s iconic 00s It-bag

Chances are you already knew this, but it looks like the 2020s is the era of the It-bag revival. Last year, Chemena Kamali’s AW25 catwalk brought the Chloé Paddington back from the dead, a former favourite of early 2000s starlets. Louis Vuitton also revisited its Murakami collaboration last year, the famous Y2K It-bag favoured by the Lindsays, Britneys and Parises of the world. Before then, Marc Jacobs brought back the Stam, Dior resurrected the Saddle, Balenciaga went hard on its City bag marketing, and Fendi celebrated the 25th anniversary of the Baguette in conspicuous style.

Never ones to shy away from the spotlight, Saint Laurent has just entered (or re-entered) the chat, dropping a new Bella Hadid campaign featuring its iconic Mombasa bag. Originally designed by Tom Ford during his often forgotten YSL tenure (he was also reviving Gucci at the time), the bag debuted on the SS02 catwalk, remarkable for its slouchy silhouette and thick horn handle. “Faithful to the original while subtly reinterpreted, the line now comes in three versatile sizes conceived for everyday ease,” read a statement alongside the new reissue. “Its relaxed shoulder carry and natural slouch give the silhouette an effortless yet elevated attitude.”

While the bag was phased out during Stefano Pilati’s tenure at YSL, it remained an iconic item in the brand’s stable, and is still heralded online as one of the era’s must-have vintage handbags. Creative director Anthony Vaccarello may have swapped out the horn handle for a leather one for this 2026 reissue, but the spirit of the original remains.

Shot by frequent Saint Laurent collaborator Glen Luchford, Hadid carries the bag while modelling clothes from the brand’s most recent collection. Similar to Charli xcx’s Saint Laurent campaign, Luchford opted for a lo-fi, camcorder style for the accompanying campaign video, which you can watch below.