Lately the fashion world has been abuzz with spottings of some insanely cool bag seen on the likes of Mary Kate Olsen and Vanessa Traina. This new anti-it-bag has not even been released yet but Proenza Schouler's marketing technique is genius.

This is similar to what Balenciaga did with the "Lariat," bag. They gave one to Kate Moss and one to Carine Roitfeld. Everybody wanted one and nobody knew who made the bag, so by the time it hit the markets the buzz was so big that they were an instant success.

Like we mentioned, Proenza Schouler has given a bag to MKO and a bag to Vanessa Traina. The two were spotted sporting their PS1 purses and the fashion blog world freaked out. You can see Vanessa carrying hers in Paris here, and MK carrying hers in NYC here.

In an interview the designers said they just sent the bags to a few friends and girls that they genuinely respect and admired. They also mentioned that all their silhouettes include women with bags, which sparked the idea to do a new handbag line.

Their technique is working. The bag is gorgeous. We can't wait for it to be released so we can find out what the price tag on that bad boy is and start saving.