While investing in a timeless designer bag is a move that can pay dividends – both sartorially and financially – the new-season trend cycle always throws up a few curveball designs, destined to make your every outfit look fresh and new once more. For AW24, there are so many options on the menu: the padded puffer bag is here to make morning commutes and busy weekends a much more stylish affair, while a hardware-free shoulder bag offers an effortlessly elegant finisher for quiet-luxury looks.
For busy days, the stuff-it-all-in tote is still a strong choice, and for those happily in the throes of the unending Y2K revival, the influx of petite boxy bags, replete with nostalgic silver hardware (and bag charms to boot) is sure to please.
The affordable designer bags market is booming this year, opening up the options beyond the Big Fashion pieces (which come with increasingly big price tags) and the disposable designs that once dominated the high street. Speaking of the great British high street, we've come a long way recently, with brands such as Cos, Arket and Massimo Dutti delivering pieces that bridge the high-low divide and look every bit as polished as a four-figure investment.
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Here, see the bag trends set to rule AW24 – and beyond.
The ELLE Guide To AW24's Trending Bags
The Everything Tote
The AW24 runways made one thing clear: The Row's ridiculously coveted Margaux tote has fresh competition. From Bottega Veneta to Ferragamo, designers debuted a series of extra-large, super-practical bags made with busy working weeks in mind. Free from fuss and embellishment, these supple, slick silhouettes are guaranteed to elevate your 9-5 uniform (nobody needs know you've stuffed an old pair of gym trainers in there).
Charming Behaviour
The prevailing bag trend on the AW24 runways wasn't a standout silhouette or dominating design: instead, it was the return of the humble bag charm. While SS24 was all about letting your make-up/water bottle/diary spill out of your overstuffed tote, this season is the bag charm's time to shine. Prada, Loewe, Simone Rocha and Fendi have all created collections of trinkets for you to swing from your tote, but don't feel obliged to invest: unearthing old treasure from your teenage years is actively encouraged too.
East, West, Everywhere
'East west' bags – those which a rectangular sausage-dog silhouette, usually swung from a slim strap – have long been a cornerstone of the designer category, but this season is their time to shine. Snug, shove-it-under-your-shoulder silhouettes make an elegant counterpart to AW24's languid outerwear and louche tailoring, adding structure to even the most fluid of looks.
All Puffed Up
Pleasingly sized and satisfyingly squishy, these comfort-blanket puffer bags are made to bring joy. Sling one over working-week looks, or use it to stuff your shopping in at the weekend. Works especially well with a kitschy dress: clash your colours and prints for maximum points.
Subversive Sweetness
Tiktok trends might move at lightning speed, but the girlish predilections of the coquette live on in this season’s sweetest accessories. Whether Simone Rocha's pearls or Shushu/Tong's bows, the most adorable outfit finishers of the season are loaded with feminine energy.
Vintage Reliks
As designer launches creep even further out of the realms of affordability for many, vintage bags are making a major comeback. A Noughties hero, the moto-style Balenciaga City is back in high demand, while Gucci’s Nineties Horsebit is another classic making a comeback. Whatever your style predilections, there’s a retro rellik out there for you: and if you’re ready to embrace the approaching bohemia boom? Snap up a Chloè Paddington now, and you’ll have bragging rights for the rest of the year.
Y2K Details
Patent leather, linear shapes and plenty of puffed-up pockets: the baguettes and shoulder bags you carried through teenhood are making a strong return this summer. Look to affordable designer bag brands Charles & Keith and Marge Sherwood for the best nostalgic designs.
Croissant Curves
You likely remember the bag that started it all: last year, Uniqlo became the surprise name behind the It-bag of the summer. Delightfully practical and priced at less than a round in the pub, the retailer’s slouchy nylon pouch, designed to be swung hands-free across the body, was a note-perfect piece for festivals, weekends, and days running errands.
Now, that roomy, croissant-shaped silhouette is everywhere: The Row and Lemaire’s supple leather designs are the quiet-luxury take, while plenty of mid-range names have delivered their own versions: head to Cos for business, and Damson Madder for pleasure.
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Roberta Schroeder is the Senior Ecommerce Editor at Harper's Bazaar, ELLE and Esquire, overseeing shopping strategy and content across fashion, beauty, and travel. Roberta has reported on everything from market-leading skincare brands to the world’s most iconic fashion pieces, while also regularly updating a range of shopping guides, including LED masks, heritage cashmere brands and niche new dress brands to know.
Roberta has more than 15 years' experience in the luxury sector, spanning editorial consultancy, trend forecasting and journalism. Over the years, she has worked for global brands including Farfetch, Chanel, and Vogue.
When not testing beauty products, trialling trends and curating content that spotlights the very best in fashion and beauty, Roberta can usually be found trawling resale sites and vintage stores for a long-coveted designer find. Follow Roberta on Instagram at @roberta__schroeder
