Remember "What's in My Bag" Videos? Here's What Fashion Editors Keep in Theirs

Picture this: It's 2012 and log onto Youtube. In the mix of makeup tutorials using Urban Decay's widely loved Naked Palette and prank videos, you find your favorite beauty gurus and vloggers sharing what's inside their bags. The video trend was widely popular, and from their beauty staples to the random assortment of items they kept with them, viewers were eager to know. I was in high school around the time, and even though the only thing in my bag at the time were textbooks, I couldn't help but let my curiosity win and watch what everyone was keeping in their black hole of a handbag.

While nostalgic trends have been heavily resurfacing as of late, I thought I'd relive these videos and ask my fellow Who What Wear editors about the must-have items they keep in their bags, along with their current handbag pick. What one keeps in their bag is something more personal than you may think, as it can tell a short story about someone and how they think their day and what they'd need in any situation. Some like to keep their supplies minimal while some like to come prepared with everything. If you're curious to see what fashion editors keep on them when they're about and about, then keep scrolling. 

Yusra Siddiqui, Assistant Market Editor


The Bag:

I love how Y2K shoulder bags have come back, and I wanted something that adapted the style but felt a little more luxurious and wouldn't break the bank. This bag does exactly that, and it surprised me with how much it can actually fit.

I always have my AirPods with me. I've started listening to podcasts avidly recently, and sometimes I just need to play some tunes. I got this cute case for them simply because it makes me happy whenever I take them out.

I use a lot of different lip balms, from Glossier to Aquaphor, but this Fresh one is tiny and compact, making it perfect for when I'm on the go.

Maskne has been my worst enemy this past year, and I go through pimple patches like crazy. When I found this 32 pack at my local target, I knew I had to grab it. I keep it in my bag to put one on any blemishes under my mask when I'm out and about, and they do a great job.

I'm notorious for losing my cardholders, so I was a little nervous when my sister gifted me this wallet for my graduation. Not trying to jinx it, but I've kept great care of it so far, and I know it's something I'll keep for years.

I'm guilty of having multiple lipsticks in my purse at once, but this one by Rare Beauty just tops any formula I've used before. It's soft and long-lasting without being too matte and feels incredible on your lips.

Jasmine Fox-Suliaman, Audience Engagement Editor


The Bag:

"As impractical as it sounds, I have had a steady obsession with mini bags in all their forms, from Jaquemus's Le Chiquito to Telfar's Small Shopping Tote. I can't get enough of these baby bags, which means what's in my bag is only the streamlined essentials. "

The Essentials:

"Even pre-pandemic, I always had the sanitizer on-deck. Right now, you can't raid my purse without finding Aeria NYC's scented sanitizer. It does the trick and smells good, which is a win-win for me. "

"I also love to carry around an extra face mask just in case. Of all the masks I've tried, these Tory Burch ones are by far the most flattering."

"Even with a mask on, I still always carry lipgloss in my bag. Sure, no one will see it, but I love rocking a shade underneath my mask purely for me, and who wouldn't want to wear and carry Rare Beauty's Nearly Berry Gloss just for the fun of it? "

"Besides my subway card, I never leave the house without Beats by Dr. Dre Headphones because I can't possibly strut to Trader Joe's without some tunes. "

"And finally, come rain or shine, I manage to stuff a pair of sunglasses into my purse because I can't imagine going anywhere without a pair of shades."

Allyson Payer, Senior Editor


The Bag:

"After years of using tiny bags, I'm so happy to have one that can actually fit all of the things I like to tote around. The Cleo bag is truly the perfect size, and it feels really sturdy and kind of indestructible (although I won't be testing this)."

The Essentials:

"I love that this slim hand sanitizer takes up minimal space in my bag (plus it smells great)."

"This lip oil is amazing. Just the prettiest sheer color and no stickiness."

"Gypsy Water is my go-to scent, and I love that I can tote it around for touch-ups."

"My favorite sunglasses and they somehow look good on everyone."

"One of the best things about this wallet is that it doesn't show scratches, thanks to the textured leather."

Kristen Nichols, Senior Editor


The Bag:

"I don't make big purchases often but have always been a proponent of investment bags because they're something I just hold onto forever. Case in point? My Prada nylon messenger bag—the first major fashion purchase I ever made. It's a piece that I've had for years and years and still wear on repeat to this day."

The Essentials:

"While I love snapping photos on my phone, there's something so special about film, so I always carry a disposable camera with me. I studied film photography growing up, so will always have a soft spot for it."

"This Louis Vuitton wallet is a present from my Mom that I couldn't love more. I've had it since high school and it just gets better with age."

"I discovered this intoxicating perfume a few years ago and it has since become my signature scent. And yes, it even comes in a handy travel size."

"I'm very diligent about applying sunscreen every day, and this powder version is the perfect way to reapply it since I go on a lot of long walks."

Bobby Schuessler, Senior Market Editor


The Bag:

"I'm currently using this adorable bag from the Gucci x Disney collection. It's definitely an investment piece, but I thought it was so fun and playful. Brings joy."

The Essentials:

"This Chanel lip balm is one of my go-to's. So hydrating."

"I always keep a pair of sunglasses in my bag. This style from Burberry is the current staple in my rotation."

"Hand sanitizer is a must. This mini bottle from Bath & Body Works is great because it doesn't take up a ton of room and it gets the job done."

"Clearly I have a wallet in my bag. Right now it's this classic card case. It was certainly a splurge, but I've used it for years and years. Strong cost per wear."

"From snapping photos to calling my family and friends to listening to podcasts, my iPhone is an essential item I don't leave home without."

Anna LaPlaca, Associate Editor


The Bag:

"This Kozha Numbers crossbody has been my go-to bag lately. I love that it's a classic bag shape but has such a unique look to it with the 'pierced' details, and clearly, I'm not the only one who thinks so since people are constantly stopping me to inquire about it."

The Essentials:

"I wear this tinted lip balm every day. With hydrating hyaluronic acid and a natural blush tint, it makes for the perfect everyday lip product, and I truly won't go anywhere without it now. Plus the packaging is kind of futuristic, which makes applying it a delight."

"With the intoxicating scent of rosemary and cedarwood, applying this hand balm feels like a luxury."

"This adds a cool '90s feel to my outfits, and not to mention but it makes a lazy-hair-day look infinitely more stylish."

"I'm already on my third version of this sleek little pouch. It's an easy wallet alternative."

Next: The Only Nail Colors Worth Wearing This Spring, According to WWW Editors