The weight on celebrities' shoulders is what It is all about

BERLIN: Their names are Betty, Ramona, Roxanne and Julie and they drive some women absolutely crazy. They are not, however, other women competing for their lovers' affections. They are in fact the names of this season's most sought-after handbags. Every season there are a handful of styles that are regarded as the "It bags".

They are often chic and limited-edition designer pieces seen in the hands of prominent people whose fame and class are supposed to be transferred to the regular customers when they buy the bag.

Shoppers who can fork out the necessary cash to own an "It bag" must also have some clue about designer labels, because not every It bag really is one, said Maike Senger of Berlin, founder of a website where customers can rent designer purses. For designers, the term "It bag" has become an important part of marketing strategy.