An interview with personal stylist & image consultant Ariane Simard
Fashionablz: Over the past few years, how have you seen the luxury market evolve, especially when it comes to handbags?
Ariane Simard: The luxury market has changed a lot. Today, buying brand‑new is not always the most strategic decision, particularly for handbags. The moment you walk out of a boutique, most bags lose a significant portion of their value, just like a car leaving the dealership. That’s why I see the second market not just as an alternative, but often as the smarter option. However, buying vintage requires knowledge and a clear strategy.
Fashionablz: Why do you believe the resale and vintage market is such an opportunity?
Ariane Simard: The second market gives you access to iconic pieces, often at a more accurate market value and, in some cases, as a real investment. But to do it right, you have to understand one key rule: trends fade, icons remain. If you focus on truly iconic models rather than “it” pieces of the moment, you protect both your style and your wallet.
Fashionablz: As a stylist, what is the most common mistake you see people make when buying bags?
Ariane Simard: I see the same pattern all the time. Many women buy bags while traveling, driven by emotion, excitement, and the energy of the moment. They often end up choosing bags that are too big, too heavy, or simply not suited to their daily life. The result is predictable: the bag is barely used and eventually resold at a loss. A bag can be beautiful and still be completely impractical in real life.
Fashionablz: How should someone approach a purchase so it fits their real lifestyle, not just a fantasy?
Ariane Simard: Before purchasing a bag, ask yourself very honest questions: Will I actually use it every week? Is it comfortable to carry for hours? Does it fit easily into my wardrobe? Style matters, of course. But functionality matters just as much. The most luxurious bag is the one you reach for again and again, not the one that lives in its dust bag.
Fashionablz: What specific mistakes do you recommend avoiding?
Ariane Simard: There are a few recurring ones. Heavy bags are a big issue. Certain chains, like those on the Chanel Boy Bag, can quickly become uncomfortable, and many women realize this only after the purchase. Oversized formats may seem practical at first, but they quickly become cumbersome. Then you have difficult colors—if a bag is too specific, it limits your outfit options. And of course, impulse purchases: a crush is not always a smart investment.
Fashionablz: Let’s talk brands. Which houses and models tend to perform well on the second market?
Ariane Simard: Not all brands perform equally on resale. Some hold or even increase their value over time.
Louis Vuitton is a great example. The Speedy Bandoulière, iconic since the 1930s, can retain up to around 90% of its value. The Neverfull remains highly in demand because it’s so practical. The Alma, especially in the BB size, is an excellent choice, and the Bumbag is also very sought after in certain versions. Vintage monogram canvas pieces in good condition are extremely desirable. I still own a Louis Vuitton from that era that I received as a gift years ago. After more than 25 years, I only replaced the strap in store, and today that same bag is worth more than when it was originally purchased. That’s what I call a smart buy.
Fashionablz: What about Bottega Veneta?
Ariane Simard: Bottega Veneta is a house I love for its leather craftsmanship and signature intrecciato weaving. Models like the Jodie, the Cassette without the chain, and the Arco Tote perform well on the second market. However, the Andiamo is a different story. Resale prices are currently very high, often close to retail. In that case, buying new can be the smarter option. There’s another detail: for some Bottega Veneta products, the brand may replace a bag rather than repair it, but to benefit from that policy, the bag has to be purchased in‑store and under your name. Buying in Europe, especially in Italy, can also be advantageous because of tax refunds.
Fashionablz: Gucci is very trend‑driven. How do you approach that brand?
Ariane Simard: Gucci is heavily influenced by trends, so you need to be selective. The Jackie is one of the best choices—it’s iconic, timeless, and elegant. The Horsebit 1955 is another strong option. I usually advise avoiding overly trendy or heavily embellished pieces, because they tend to lose value quickly once the trend passes.
Fashionablz: Fendi’s Baguette is often described as an icon. How do you see it on the vintage market?
Ariane Simard: The Fendi Baguette is absolutely one of the key bags to consider on the second market. It was introduced in the late 1990s and popularized by Sex and the City, becoming one of the first true “it bags.” What makes it unique is its ability to remain relevant over time. The best versions to invest in are classic leather or neutral tones, understated logo versions, and less embellished designs. There are very creative editions, but they’re often harder to wear long‑term. Personally, it’s one of my obsessions. Its size is perfect, it sits comfortably on the shoulder, and it adds an immediate fashion touch without being overwhelming.
Fashionablz: And what about the more experimental Baguettes, like the runway editions?
Ariane Simard: There’s always an exception to the rules, and for me that’s the Fendi Baguette Runway. These pieces are more creative and expressive—often with embroidery, textures, or rare materials. They’re designed to stand out, not necessarily to be “practical,” and that’s exactly what makes them special. A Runway Baguette is not always a strategic resale purchase; it’s a statement piece, a collector’s item. But even then, the choice should be intentional. Look for pieces that are bold yet elegant, distinctive yet wearable, unique without feeling like a costume. Not everything in luxury has to be logical. Some pieces exist for one reason only: to make you feel something.
Fashionablz: Celine has a quieter profile than some of these houses. What opportunities do you see there?
Ariane Simard: Celine offers some of the best opportunities on the second market. Its minimalist aesthetic allows pieces to age well while remaining accessible. I personally purchased a Celine bucket bag on the resale market, and it has become one of my favorite bags. I paid a great price, and it fits perfectly into my wardrobe. This is exactly the kind of purchase I recommend: simple, timeless, and truly worn.
Fashionablz: How do you define a “smart purchase” in luxury?
Ariane Simard: A smart purchase is not necessarily the cheapest one; it’s the one you won’t regret. In the luxury market, and especially on the second market, it’s not about buying more, but buying better. A smart purchase balances style, functionality, durability, and long‑term value. When those elements are aligned, you almost never feel buyer’s remorse.
Fashionablz: Practically speaking, how can someone recognize a good bag purchase?
Ariane Simard: A good bag should meet a few essential criteria. It should fit your daily life: not just look beautiful, but actually be used. It has to be comfortable, because a heavy or impractical bag quickly becomes a regret. It should be easy to style—neutral colors and simple shapes offer far more versatility. And it should be timeless. If you choose an iconic model, it will stay relevant over time, even as trends change.
Fashionablz: Many people buy on emotion. How do you balance emotion and intention?
Ariane Simard: Emotion is part of luxury, and that’s completely normal. But the most expensive mistakes almost always come from impulse. A good purchase is thoughtful and aligned with your lifestyle. That said, there is room for pure pleasure. Some pieces—like a Fendi Baguette Runway—can be chosen simply because they make your heart beat faster. Even then, the piece should still reflect your personal style; otherwise, it will end up forgotten.
Fashionablz: After years of working with clients and building your own wardrobe, what lesson stands out the most?
Ariane Simard: Over time, you realize that the best purchases are not the ones that impress the most at first, but the ones you still wear years later. The vintage market offers incredible opportunities if you choose wisely: opt for iconic models, think about your real lifestyle, avoid passing trends, and focus on making truly smart purchases. In the end, true luxury is not about owning more—it’s about choosing perfectly.
Fashionablz: Finally, how would you summarize your philosophy for anyone entering the vintage luxury world?
Ariane Simard: Start with clarity. Know your style, your routine, and your priorities. Use the second market to access icons, not experiments. And remember: the most luxurious wardrobe is not the biggest one, but the one where every piece has a purpose and a story.
