Would You Rather: Jimmy Choo Bubble Wrap vs. Glossier Bubble Wrap

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Fashion is very into turning something cheap into something fancy right now.

Fake Vans sell for $400, Vetements has whipped $17 Champion sweatshirts into frenzy-inducing $700 hoodies, and now it looks like Jimmy Choo's selling a $950 version of Glossier's packaging.

The beauty brand's pink bubble wrap pouch has morphed into a must-have. Glossier's founder and CEO Emily Weiss, and Man Repeller's Leandra Medine, were both photographed carrying theirs around Paris during fashion week. I have bills and balms stuffed into one in my bag right now, and I spotted one tucked underneath a stylish arm at the Bowery Hotel Bar this past weekend. That's enough to make it a thing, and enough for someone on high to notice, add a few zeroes, and sell a fancy version.

Of course, Choo's is a real bag, meant to last longer than a minute, with a silver chain and satin lining while Glossier's packaging is ephemeral (or not, at least, designed to withhold the beating of a regularly used bag). But Glossier's is free with purchase or, as of today, $20 for a pack of five.

You can get 100 6 x 9 zipping bubble bags for $40, but this might be the one time it's worth paying the pink tax.