Golden Globes’ $1 Million Swag Bag
This year’s Golden Globes aren’t just about glitz, glam, and gold statuettes. The buzz is all about the jaw-dropping $1 million swag bag that winners and presenters will be taking home. Designed by Robb Report in partnership with Atlas Bespoke, this year’s gift bag sets a new standard for luxury, doubling the value of last year’s already extravagant $500,000 version.
Stylish and Exclusive Bag
The bag, a bespoke creation by Atlas Bespoke, comes in a rich espresso color they’re calling “Mocha Mousse”—Pantone’s Color of the Year for 2025. Sleek yet functional, it features the Golden Globes logo, a matching passport holder, and a stainless steel luggage tag. Talk about traveling in style!
You won’t find this bag anywhere but on the arms of Golden Globes winners and presenters. “If you spot someone at the airport with it, you know you’re in the presence of a Golden Globe honoree,” teased a spokesperson.
The Real Treasure: A Bucket List in a Booklet
While the bag itself is chic, the real magic lies inside: a leather-bound booklet of redeemable experiences. Think private jet credits, luxury yacht charters, exclusive tastings, and even custom home décor consultations. “This isn’t just about items—it’s about creating moments that last a lifetime,” explained a Robb Report representative.
The booklet, inspired by The Vault, Robb Report’s collection of elite experiences, offers recipients the chance to personalize their indulgences. Whether it’s jetting off to a tropical paradise or splurging on a high-end fashion consultation, the options are as endless as they are exclusive.
2025 Will Raise the Bar
In 2024, the swag bag featured 35 luxury items, including $50,000 yacht charters, $20,000 Ritz-Carlton getaways, and bottles of Liber Pater wine valued at nearly $200,000. There were also emerald earrings worth $69,000 and a slew of high-end beauty products.
But this year, it’s all about sustainable luxury. By opting for experiences instead of physical products, the Golden Globes are cutting down on waste while upping the wow factor. “We didn’t want to create waste,” the spokesperson said. “Everyone will take away something they actually want.”
A Million-Dollar Statement
For Robb Report and Atlas Bespoke, the 2025 Golden Globes swag bag isn’t just a gift—it’s a statement. From its luxurious design to the curated experiences inside, it’s a reflection of the Golden Globes’ commitment to exclusivity, elegance, and sustainability.
With its staggering value and tailored approach, this year’s gift bag is the ultimate Hollywood accessory. And as the stars hit the red carpet, even those who don’t take home a trophy are still walking away winners.
