ita bags or "It bags" began mostly after the Second World War. They became popular and more common in the 1990s. The idea was led by the famous fashion houses, such as Hermès, Chanel, and Louis Vuitton. Their popularity was fuelled by more women having surplus money, and being competitive. Like expensive perfumes, designer bags provide a way for fashion houses to increase income by expanding their range of products. They have become an influential part of the fashion culture.