If you haven't heard about MCM then you really don't know your bags! Featured on street style blogs, young fashionistas have adopted this previously uncool brand and made it very cool and desirable. The backpacks start at about £500 and are available from places like Harrods. But its not unusual to see kids covered in tattoos sporting these iconic (and expensive) backpacks.
Here is the watermelon coloured medium backpack and another shown on the streets of Seoul. Due to the rise of the blogger and social media, youth culture is reclaiming many brands and making them cool again. I wonder whether LV is going to have its time too?!