Louis Vuitton's iconic Neverfull, from viral hack to reversible bag

Seventeen years after its launch, Louis Vuitton’s iconic Neverfull bag has been reinvented with a new iteration, the Neverfull Inside Out. This tote bag, initially designed by Marc Jacobs, the brand’s artistic director in 2007, has been renewed with inspiration drawn from social media culture, particularly TikTok. From its creation, the Neverfull stood out for its ability to meet the needs of customers seeking versatility, with its sleek lines, removable pouch, and flexible structure. Whether used to carry beach essentials, sneakers, or a laptop, the bag quickly became an essential item, symbolizing functional and accessible luxury for an evolving audience at the dawn of the 2000s. But while the model has defined its era, today it’s its reversibility, popularized on social media, that propels it into a new dimension.

The Neverfull has never really left the radar of fashionistas, but in recent years, it has enjoyed a second wind thanks to TikTok. On the platform, younger generations, often in search of their first luxury bag, have been drawn to the versatility of this iconic model. TikTok became fertile ground for a viral idea: the bag’s supposed reversibility. It all started a year ago when a user, via the Luxe Collective account, revealed a “hack” showing how to flip the Neverfull thanks to its perfectly symmetrical seams. The video quickly amassed millions of views and inspired a wave of videos from users showcasing reversed versions of their bag. This social buzz gave rise to a new trend, prompting Louis Vuitton to officially embrace this previously unofficial function with a dedicated new version: the Neverfull Inside Out.

Now officially reversible, this new version of the bag is carried by Sophie Turner, the brand’s ambassador, and features one side in the iconic Monogram canvas and another in grained or printed leather. Louis Vuitton has gone even further by incorporating a two-sided viewing tool on its website, allowing buyers to explore all facets of the bag before purchase. The brand has also taken into account certain suggestions from TikTok content creators, such as adding a wide shoulder strap to improve comfort, especially when the bag is heavily filled. With this reinvention fueled by social media trends, the Neverfull continues to assert itself as a timeless bestseller alongside the Speedy and Alma, and it’s even making waves in the second-hand market, especially on platforms like Vinted where it’s one of the most sought-after models. A modernized classic whose longevity seems assured for generations to come.