On each simple white bag is a print of a luxury designer bag, such as Louis Vuitton and the words "I am not a Vuitton bag."
It's a parody of the very popular "I'm not a plastic bag" Anya Hindmarch designed a couple of years back which you could get for just a fiver at Sainsbury's.
My favourite out of the range has to be the Chanel 2.55 one though (see bottom photo)
I am definitely adding these to my wish list!
A nice twist on the famous 'to-die-for' designer bags and at a fraction of the price: