The “it” bag is more than just a trend—it’s a cultural mainstay. Few fashion items carry as much weight and emotional pull as your favorite bag. With the resurgence of the “What’s in My Bag” trend across social media, we’ve all become obsessed with the contents: lip glosses, mini perfumes, packs of gum, and oddly specific must-haves. But while the trinkets often steal the spotlight, it’s the bag itself that tells the real story. The right bag doesn’t just carry your essentials, it is the essential. Whether it’s slung over your shoulder or tucked perfectly in the crook of your arm, your go-to bag becomes a personal signature. And while silhouettes and prints may evolve, the it bag remains a constant symbol of self-expression.
What makes an “it” bag an “it” bag? It isn’t just its price tag or popularity, it’s the feeling it gives you when you carry it. It’s the craftsmanship that’ll last you years and that you’ll want to pass down from generation to generation. It’s the way it elevates an outfit without trying too hard. Sometimes, it’s about practicality, like a roomy tote that can hold your entire life; other times, it’s a message that reflects how you want the world to perceive you. At its best, an “it” bag feels like an extension of who you are or the person you want to become.
In recent years, the fashion world has seen a shift in what defines a coveted carryall. With vintage revivals, Y2K shapes, and the rise of quiet luxury, today’s “it” bags are less about flashy branding and more about versatility, emotion, and long-term value. Whether it’s a legacy house reimagining archival designs or a new label striking gold with a distinctive silhouette, these bags are meant to be worn, lived in, and loved.
To explore what bags are capturing hearts (and closets) right now, I tapped a few fashion-forward voices to share the pieces they’ve recently splurged on, reached for on repeat, or simply can’t stop thinking about. From nostalgic shapes to bold statements, here’s what a few editors and I had to say about their current “it” bags.
Jailynn Taylor, Freelance Fashion & Beauty Editor
“I remember my mom making her Coach bag her go-to back in the day, and now here I am, reaching for it as the “it” brand of the moment. Recently, I splurged on the new Empire Carryall Bag. The nostalgic baguette shape with the timeless glazed leather made it a standout piece I couldn’t resist. It’s deceptively spacious, and its sleek design elevates any look I’m wearing. It’s classic, cool, and just effortlessly chic.”
Michelle Li, Editor & Stylist
“I’ve been looking for a big tote that I can use as an everyday bag, and this one is the perfect size. I’ve gone into the store to try it on a few times and am so close to walking out with one. I love the colorway; it makes the purchase feel special while still being functional. When it comes to investments, I always buy a shoulder bag because those are the most functional for me.”
Jamila Stewart, Fashion Editor
“I’ve been reaching for this one on repeat and get compliments every time I wear it. Gone are the days of deciphering what I can take with me aside from my phone and what I have to sacrifice and leave at home. I’d typically never go for a stark white in anything, but this color in this shape has a way of elevating anything you put it against. Plus, I just love Maximilian Davis, the current creative director.”
Available at Net-A-PorterSerena Morris, Fashion Archivist
“[They’ve] been a hot girl staple for over two decades. The shape, variety of colors, sizes, the way the leather wears over time—it’s truly the perfect bag. It’s effortless, cool, and can hold so much. This bag is messy but fabulous. To me, it reflects adult womanhood. Like I’m not perfect but damn I look good and I do have [myself] together. I hit purchase because I knew it was a piece that would help me continue to work hard every day. I pick that bag up every morning and head out my door a little bit taller.”
Stixx Matthews, Beauty Editor & Writer
“Whether you’re on the streets of New York or wherever, you and this bag will become a focal point—instantly garnering questions on where you got it and what’s in it.” And while the design is bold, the function is just as impressive. “Don’t let the size fool you; the bag fits all of my day-to-day needs (aside from my laptop),” Matthews added. Plus, it “easily elevates any look [you’re] wearing, be it sweatpants or a stunning number.”
Naomi Parris, Pop Sugar Assistant Shopping Editor
“I’ve been working on elevating my bag game recently, and there’s nothing like a good designer bag to accomplish that instantly, especially this Rastafarian-inspired bag from Dior’s iconic John Galliano tenure. We may not always want to pay the hefty price tag, but you’ll get that top-tier quality, which leads to longevity in your closet. I’m [also] a proud Jamaican, so purchasing this bag is only right.” -Naomi Parris
Available at What Goes Around Comes Around