Luxury lunch bag taps into “stealth-wealth” trend

Because some women need couture to carry leftovers to work, the world’s most expensive paper lunch bag has been unveiled.

Fashion designer Jil Sander’s Vasari bag is described as a “long rectangular silhouette” created from “coated paper”. The deluxe lunch bag will set you back $280.

The creation is accented with stitching, gold-coloured eyelets and the words “Jil Sander” printed on the bottom. The paper bags have already sold out.

This is not the first time Jil Sander has debuted a bag of this nature. Last year, the label sold a $150 acetate carrier, which is basically a glorified plastic bag.

The bags are understood to be part of the “stealth-wealth” trend – understated luxury at an exorbitant price.

If you’re trying to create a point of difference within your own label, perhaps it’s worth tapping into the stealth-wealth trend yourself.