This Celeb-Favorite 2000s It Bag Is Officially Back From the Dead

It was the bag every millennial absolutely had to have in the 2000s: the Marc Jacobs Stam bag. First launched in 2005, the bag quickly earned a dedicated celebrity following. When Nicky Hilton, Ashley Tisdale, Emma Roberts, Sophia Bush, and others were all photographed wearing the same bag, it sparked a veritable fashion frenzy. 

Named after Y2K model Jessica Stam, the quilted bag is now being reintroduced 10 years after its retirement with all of its original features. To celebrate the relaunch, Marc Jacobs tapped a roster of 2000s icons for the campaign: Paris Hilton, Ashanti, Ashlee Simpson, Selma Blair, and, of course, Jessica Stam herself. Scroll down to revisit how celebrities wore the OG bag and shop the reissued bag. 

Celebs Carrying the Marc Jacobs Stam Bag in the 2000s


Nicky Hilton, 2008
(Image credit: Splash News)


Emma Roberts, 2009
(Image credit: Splash News)


Ashley Tisdale, 2006
(Image credit: Getty Images)


Sophia Bush, 2007
(Image credit: Getty Images)

The 2023 Campaign



(Image credit: Courtesy of Marc Jacobs)


(Image credit: Courtesy of Marc Jacobs)


(Image credit: Courtesy of Marc Jacobs)


(Image credit: Courtesy of Marc Jacobs)

Shop the Reissued Bag

Associate Director, Fashion News

Erin got her start as a Who What Wear intern over 13 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of Associate Director of Fashion News (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Meghan Markle and Kate Middleton stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible. Outside of work, she loves tennis, classic rock, traveling, and smothering her dog with affection.