We have a confession: we’re obsessed with the Gucci Marmont collection.

We’ve loved Gucci through the years for their iconic GG logo, bamboo details, vintage webbing and equestrian influences; but lately, the Italian heritage brand has kicked it up a notch with the Gucci Marmont collection.

You may have seen them all over your Instagram feed or in street style features. Fashion lovers everywhere are flocking to their nearest Gucci store or to pre-owned retailers online to score the latest Gucci craze that features a bold revamp of the Gucci double-G logo.

The GG Marmont design gets its inspiration from a buckle Gucci used in the 1970s and is being used on a range of products from GG-emblazoned belts to small leather goods. The bags from the Marmont collection have a vintage feel, but the bold initials feel modern. Each bag features the GG motif as the main ornament with details like chevron quilting, embroidery, and sliding chain straps that can be worn multiple ways: over the shoulder, crossbody, or on the arm. Aside from flap bag, the GG Marmont is also available in different styles like mini bags, camera bags, top handle and clutch bags. The designs are both daring and compelling, perfect for young fashionistas and Instagram influencers flaunt the Gucci logo that their mothers most likely loved too.

More details we’re swooning over from the Marmont collection: the embroidered hearts or embroidered GG designs on the back of the bags, which make its wearer feel like they’re in on a secret detail only they know about, or it gives its wearer more ways to carry the bag.

We also love the Gucci GG Marmont belts, loafers and small leather goods.

If you’re seeing the Gucci Marmont bag everywhere, this is not by accident. Gucci’s Creative Director Alessandro Michele has worked tirelessly to get these bags into the hands of fashion influencers like the Kardashian’s, Gigi Hadid and other celebrities are loving Gucci’s newest collection.

Gucci’s new creative director Alessandro Michele is responsible for this recent explosion in popularity. Alessandro Michele, who was selected as Gucci’s creative director in 2015, has been designing for Gucci since 2002. Now in charge of the direction of the company, he has brought the brand into the new era to appeal to a younger demographic; collaborating with Brooklyn-based artist Trouble Andrew to create the GucciGhost collection and tapping internet meme creators to create controversial watch advertisements for their #TFWGucci campaign.

If you’re looking for a sophisticated bag with a modern twist, consider the Gucci Marmont for your collection! Shop Gucci Marmont bags now.

Do you like the Gucci Marmont bags? Let us know in the comments!