But nearly 15 years later, the culture is just catching up to the brand’s ethos. On TikTok, conversations around affordable luxury have propelled fans to move away from high luxury brands. Instead, they’re going for mid-tier brands, like Polene and Cuyana, whose hundred-dollar price tags may actually come with better quality than the high fashion labels. Leather expert and TikTok creator Tanner Leatherstein, known for his harsh criticism of the leather luxury market, gave the brand’s quality a good review earlier this year. Then, there’s the quiet luxury trend, which has made neutral palettes and muted styles the go-to pieces of 2023, a phenomenon that’s right on par with Cuyana’s classic color palette and no-logo designs. And finally, the Meghan Markle effect, one that has continuously heightened demand for the brand since she first wore it in 2017. In 2023, her pull reached new heights this year when she wore the brand’s newly-released Paloma bag at the Invictus Games in Germany.
