Picture this. You finally step out with your brand-new Dior tote and later discover baby milk leaking from a baby bottle inside.
A nightmare scenario? Perhaps. But for some Korean mothers, it’s not a big deal, since they bought the bag to carry baby bottles in the first place.
In South Korea, the world’s leading luxury market, oversized luxury totes have taken on an unexpected role as “diaper bags,” stuffed with diapers, milk, baby food and other baby essentials.
A quick search for “diaper bag” on local online parenting forums returns countless posts citing luxury brands such as Hermes, Louis Vuitton, Dior and Goyard, where mothers share tips on which bag to buy.
One of the most sought-after is Dior’s Book Tote Large, priced at about 4.26 million won ($3,100).
Measuring 42 centimeters wide and 35 centimeters high, Dior’s rectangular tote comes with short handles, making it difficult to carry on the shoulder while holding a baby.
Although made of canvas, the bag weighs 850 grams because of its elaborate embroidery and the stiff reinforcements inserted to keep its angular shape, far heavier than the 100 to 150 grams of a typical canvas tote bag.
“Despite obvious drawbacks in practicality, as it was never meant to serve as a diaper bag, the bag is so popular that you can easily spot it dangling from strollers in department stores,” said Bae Da-hye, 36, who lives in Gangnam and is raising her 15-month-old son.
“Some online merchants even sell waterproof inner bags sized to fit the Dior tote, catering to mothers who use it as a diaper bag.”
Goyard’s Saint Louis bag has also gained popularity, particularly among young celebrity moms. Weighing about 300 grams, it is lighter than Dior’s Book Tote, but its soft, unstructured design often leaves baby items jumbled together, which makes it less convenient, Bae added.
South Koreans are among the most devoted consumers of luxury brands globally. In 2023, the country’s per-capita luxury spending reached $325, far exceeding the figures in China ($55) and the United States ($280), according to global investment bank Morgan Stanley.
The trend of choosing luxury brands as diaper bags shows Korea’s fixation on luxury seeping into parenting circles.
Every March, as a new school year begins in South Korea, online mom communities and social media are flooded with posts about the “OT look,” meaning how to dress for orientation day at their child's new class. Some parents attend these events in polished outfits, often accessorized with luxury bags.
“At big gatherings like weddings, I feel that my outward appearance determines how others see me and defines my value. That’s why I make sure to carry a luxury bag when attending a friend’s wedding. Luxury items alone can’t preserve my dignity, but they definitely help,” said Woo Sung-young, 38, a mother of a 12-year-old daughter living in Bundang, Gyeonggi Province.
“I can’t help but feel it’s not just for me. In some way, it probably helps my daughter not be looked down upon by her friends and even their mothers.”
Meanwhile, some mothers say they buy luxury diaper bags simply for “self-satisfaction” rather than to show off.
“When I go out with my baby, I can’t really put on makeup or dress up, but carrying a nice bag makes me feel good about myself,” wrote one user on Korea’s largest online parenting forum, Moms Holic.
