Ready for a Handbag Upgrade? Here Are 13 Buzzy Bags Just as Chic as The Row's Margaux

As fashion editors, we're often overwhelmed by the sheer amount of newness we're bombarded with seasonally, monthly and in some cases, even weekly. Amidst the constant chatter around the next trending brand or #aesthetic, it can be a nice change to slow the pace and focus on the kind of investment we know we'll wear (or carry) forever.

At Who What Wear UK, we want to change the way you think about shopping by focusing on longevity and wearability instead of flash-in-the-pan buys, and there is nothing with more staying power than a good designer handbag. We can scale back the number of clothes we buy (and a streamlined capsule wardrobe is the ultimate goal), but a luxe bag is the anti-trend key to always looking expensive, and you can bet that an outfit-elevating handbag will never go out of style.

Granted, designer bags do not come cheap, so before you part with your hard-earned money, it's well worth doing your research into a bag you'll treasure for a lifetime. And whilst there are the classics that only increase in value over time, you might be tempted by one of the new kids on the block that we've been particularly excited about in 2024.

Unless you've been taking a break from social media, it's more than likely you've seen The Row's Margaux—the breakout handbag of the past 14 months—time and again, and I'm still besotted with it. Still, I've spotted several new bag launches that are guaranteed to get your hearts aflutter and will look good for just as long as The Row's pared-back best seller.

From the sleek and sophisticated Ferragamo Hug to the latest release from "new" Gucci, keep scrolling to see the 13 emerging and established It bags that are set to become modern classics this year.

Introducing 2024's It Bag Line-Up

1. Chloé Camera

Style Notes: Chloé has been one of the most talked-about brands of 2024 after the rave success of its autumn/winter 2024 collection—its first under the helm of creative director Chemena Kamali. From billowing boho dresses to Chloé logo belts, many items caught our eye on the runway, and now we're seeing one of those pieces go viral.

Meet Chloé's newest It bag, the Camera. Featuring external pockets akin to the sort you'd find on a photographer's satchel, the bag marries practicality with the brand's signature cool-girl aesthetic. The leather, which comes in an array of sumptuous colours, makes it feel high-end, and rightly so. Many will draw comparisons between this and Chloé's classic Paddington bag. Trust me: this is a new icon in the making.

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2. Fendi Peekaboo Soft

Style Notes: Fendi has bestowed us with more than its fair share of covetable bags (I think every single one of our editors owns a vintage Baguette), but this new style is a personal favourite of mine. Inspired by Fendi's Peekaboo, which was created almost 15 years ago, the brand has given it a supremely elegant update with a fresh iteration called the Peekaboo Soft. The clue is in the name—the silhouette has been softened to create a slouchier payoff, with the buttery-soft leather further adding to its squishy appeal. Undo the clasp fastening and the front compartment opens up into what the brand describes as a "smile". Wearing it on your arm with this section open will only make you look more effortlessly stylish—something we all aspire to be.

Shop the Fendi Peekaboo Soft:

3. Toteme Belted Bucket

Style Notes: Just when I thought Toteme couldn't better its T-Lock, the brand has delivered a new style that feels just as elegant, and—get this—comes in at under £1000. Introducing the Belted Bucket Bag, which I've already seen being carried by stylish types all over Europe. Available in a small edit of colours, Toteme has focused its energy on creating a bag that will elevate all of your everyday looks. Genuinely, there's not an item that I don't think this will work with. In terms of my personal wish list, this bag is very, very near the top.

Shop the Toteme Belted Bucket:

4. Jimmy Choo Cinch

Style Notes: Jimmy Choo will forever be synonymous with luxury shoe design, but those who haven't explored its bag offering are most definitely missing out. There are dressy shoulder bags, beachy raffia shoppers and of course, the party-ready Bon Bon, but the latest style may be the brand's most iconic bag in the making. The drawstring Cinch comes in every iteration from a mini bucket to an everyday size. Expect to see much more of this bag as we move into 2025.

Shop the Jimmy Choo Cinch:

5. Gucci Blondie

Style Notes: Should you have missed Sabato de Sarno's highly anticipated Cruise 2025 show at London's Tate Modern earlier this year, the one thing we spotted in amongst the sheer, pussybow blouses and pretty ballerina flats was the brand's latest bag offering—the Blondie. Introduced on the runway to a soundtrack of Blondie (obviously), this simple yet refined logo bag comes in shoulder, top-handle, pouch and crossbody variations, so there's one to meet every requirement.

Shop the Gucci Blondie:

6. Loewe Squeeze

Style Notes: A lot of It bags have come out of JW Anderson's tenure at Loewe over the years, but the one thing you can expect from any Loewe bag is an eye-catching silhouette. The Squeeze isn't the brand's most recent launch (and personally, I'm debating whether or not to invest in the raffia Puzzle), but the slouchy, cloud-like shoulder bag continues to be produced in different sizes and colours to meet demand—a clear indication that this bag has the fashion crowd's stamp of approval, and might just be one for the ages.

Shop the Loewe Squeeze:

7. Prada Tote Bag

Style Notes: If there was ever a bag that could give the Margaux a run for her money, it's Prada's Leather Tote Bag. Do the two bear a passing resemblance? Social media certainly thinks so. But Prada's medium size still comes in around £800 cheaper than The Row's smallest Margaux, and when every penny counts, it's well worth the difference (particularly if you think about cost per wear). Of all the bags on this list, it's the minimalist, understated design that caught my eye the most, and you know the classic shape and practical size will still be as chic in 10 years.

Shop the Prada Leather Tote:

8. Bottega Veneta Canvas Andiamo

Style Notes: Matthieu Blazy has turned Bottega's handbag department into a greatest hits collection, but the latest update of the popular Andiamo bag is guaranteed to cause a stir. Buttery-soft leather totes are a mainstay in our wardrobes, but lighter fabrications make sense when temperatures rise—enter the reissued Andiamo in fresh canvas. And wait, what's that? A backpack version too? You spoil us, Mr Blazy.

Shop the Bottega Veneta Andiamo:

9. Burberry Rocking Horse

Style Notes: As Burberry moves into a fresh new phase under Daniel Lee, you can still expect the same timeless practicality from its bags and accessories that put the brand on the map in the first place, albeit with a modern update. The Rocking Horse bag is a case in point, as this sleek shoulder bag boasts an elegant saddle shape for a nod to its tongue-in-cheek name. Finally, a trendy bag that holds all of the essentials and nothing more, so you needn't lug about an XXL sack.

Shop the Burberry Rocking Horse:

10. Loro Piana Extra Bag L27

Style Notes: Should you have tried, you'll know just how difficult it is to get your hands on Loro Piana's L pouch right now. Almost sold out on the brand's site, it's currently whipping up a frenzy on Instagram amongst those drawn to the ultimate quiet-luxury accessory (and that includes celeb fans like Sofia Richie Grainge and Gigi Hadid). Not bad for a teeny top-handle that was first released just a year ago.

Shop the Loro Piana Extra Bag L27:

11. Alaīa Le Teckel

Style Notes: If you've got your heart set on an Alaïa Le Teckel, the good news is that they're finally back after a brief hiatus and immediately selling out worldwide. Now in more colourways than before, this beautiful "east-west"-style bag kicked off a trend for the shallow but wide ladylike top-handle, and although it isn't quite Jacquemus' ultra-tiny Le Chiquito, it is a return to the dinky purses we've come to love for a night out.

Shop the Alaïa Le Teckel:

12. Ferragamo Hug

Style Notes: It doesn't really matter which particular style you choose here—if it's a Ferragamo Hug with shiny hardware, it's instantly iconic. Like the Loro Piana Extra Bag L27, the Hug is still relatively new, but it's already had a notable impact, helping to make Ferragamo an It-girl favourite. Classy and timeless, the roomy tote or cute crossbody comes in so many colours that it's difficult to keep up, but it's undoubtedly a great investment.

Shop the Ferragamo Hug:

13. Saint Laurent Y Tote

Style Notes: Ending our list with a prediction, Saint Laurent adds its Y tote to its handbag roster in November 2024, and having already been spotted on tastemakers Sofia Richie Grainge and Zoë Kravitz, it's primed to claim its It status before the year is out. Featuring a roomy silhouette with a subtle Y-stitch detail that pays homage to the brand's founder, Yves Saint Laurent, this tote taps into the sophisticated minimalism that's currently encompassing the fashion scene. Whilst it's not yet available, there are plenty of other Saint Laurent totes to consider for now.

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