17 years after its launch, Louis Vuitton's tote bag is reinventing itself and assuming its versatile character revealed by social networks.

Sober lines, a removable clutch, a slightly evolving structure thanks to the drawstrings on the sides: when he imagined the Neverfull in 2007, Marc Jacobs, then artistic director of Louis Vuitton, had the ambition to offer a bag capable of meeting the new uses of his customers. A hybrid model, designed to adapt to all situations, whether it is to slip in a pair of sneakers, beach gear or a laptop, an object in the midst of democratization in the early 2000s.

It is therefore not surprising that the Neverfull continues, almost twenty years later, to resonate with new generations. On social networks, many people regularly present this tote bag as their first luxury bag purchase because of its modularity adapted to student life.

A versatility that has not escaped TikTok users since last year, videos have been multiplying around the supposed reversibility of this accessory. Just a year ago, the Luxe Collective account shared this "hack" made possible by the symmetry of the bag's seams. The result was nearly 25 million views, more than 2400 comments, and hundreds of videos from Internet users also trying this practice.