Super 'Sweet': The Cher totebag goes black

Japanese fashion brand Cher (pronounced 'shell') has become incredibly popular with young women over the last few years thanks to its cute and inexpensive canvas "eco bag" tote. The original bags were available at Cher's retail stores, but it was their inclusion as free gifts within Takarajima publication "Sweet" back in 2008 that really turned them into a national phenomenon.

Cher's new tote bag and commuter pass case in black.

Thankfully, no. The February 2010 issue of "Sweet," currently on stands, comes with a large sized Cher totebag in black. There is also a matching commuter pass case. All can be yours for ¥690, including the magazine.

According to Kyodo News, these so-called furoku free gifts are helping publishers like Takarajima counter the decline in magazine readership. The whole freebie game often makes "Sweet" feel like a distribution channel for Cher rather than, say, a magazine.

Despite just going on sale this week, we have already seen the black Cher eco bag from "Sweet" littering the Tokyo subways. So get your copy of "Sweet" relatively soon. Otherwise you will have to go out and spend ¥150,000 on a Louis Vuitton purse to be in fashion.