Working in fashion, everyone has their thing, whether it's an extensive collection of vintage jeans or a penchant for shoes. At Who What Wear, for many of us, it's designer bags. For me, it started when Coach bags were everywhere in middle and high school and evolved to my very first adult designer purchase from Vivienne Westwood and eventually to receiving the classic Prada Tessuto nylon tote as a gift a few birthdays ago.
As an editor, I often analyze shopping data, which made me wonder: Which designer bags are our readers buying right now? To answer this, I reviewed a month of data from June 25 to July 25, and the one brand readers shopped the most didn't come as a surprise to me. With nine transactions in a single month, two of which were the Soft Margaux 15, The Row was definitely the front-runner. Our editors love the designs, and since our readers do as well, it makes complete sense. (Clearly we have expensive taste.)
In second place, Loewe had four designer bag sales over the past month. And Gucci, YSL, and Coach followed with three each, while Jacquemus accounted for two. Others with single orders included Zimmermann, Toteme, Tory Burch, Tod's, Strathberry, Ralph Lauren, Mulberry, Louis Vuitton, Lanvin, Khaite, Jimmy Choo, Isabel Marant, Ferragamo, Dragon Diffusion, DeMellier, Chloé, Burberry, Balenciaga, and Alémais.
Readers shopped these directly from the labels' websites or through retailers like Bloomingdale's, Net-a-Porter, Nordstrom, and Shopbop. Below, a look at the designer bags our readers bought over the past month.
Shop Reader-Favorite Designer Bags
The Row Soft Margaux 15
Starting off with the seven bags from The Row…
The Row Soft Margaux 12
Of course, the Marguax bag made the list.
The Row Park
This chic little tote bag.
The Row Sally
A tiny top-handle bag for phone, keys, wallet (and lip liner and lipstick).
The Row Alma
The Row's take on the perfect summer bag.
The Row Leila
Clutches made a comeback this year.
The Row Agnes 12
One lucky reader got the Agnes, which is an editor-favorite bag too.
Loewe Squeeze
Loewe Anagram Basket
The ideal beach vacation basket bag.
Loewe Dice Pocket
This comes in black as well.
Loewe x Paula's Ibiza Swing
Inspired by Armin Heinemann's Ibiza boutique called Paula's.
Gucci Paparazzo
An iconic Horsebit Gucci bag.
Gucci Lady Lunetta
This one feels very '90s.
Gucci Jackie 1961
The timeless Jackie bag has been on my wish list.
YSL Uptown Pouch
A sleek YSL clutch, purchased three times.
Coach Tabby 36
The best-selling Tabby.
Coach Tabby 26
From Coach's American Craft collection, made in collaboration with artisans across the United States.
Coach Soft Empire 40
If you're looking for a carryall.
Toteme Clip Clutch
Croc-embossed bags are going to be everywhere this fall.
Jacquemus Le Grand Bambino
Jacquemus had two sales…
Jacquemus Le Bambola Moyen
…including this bucket bag.
Khaite Kye
I would love this Khaite bag…
Balenciaga Rodeo Sling Pochette
…and I want Balenciaga's Rodeo Sling Pochette.
DeMellier The Stockholm
A few of our editors own DeMellier bags.
Tory Burch Lee Radziwill
An intricately beaded Tory Burch one.
Tod's Micro Top-Handle
Top-handle bags are popular again.
Strathberry Barra
An under-$1000 tote from Strathberry.
Polo Ralph Lauren Polo Play
The Polo Play from Polo Ralph Lauren.
Mulberry Small Boston
From the British luxury brand Mulberry.
Louis Vuitton Speedy Bandoulière 25
An adorable Louis Vuitton.
Lanvin Nano Pencil Cat
I wonder which reader owns this Lanvin.
Isabel Marant Bolton
From Isabel Marant's fall/winter 2025 collection.
Ferragamo Gancini Mini
A Ferragamo mini bag.
Dragon Diffusion Castello
A twist on Dragon Diffusion's Japan Tote.
Chloé Small Marcie
A cult-classic Chloé bag.
Burberry Mini Margate
Handcrafted in Madagascar.
Alémais Limelight Barrel
Made with artist Karlee Mackie (MLAK).
Jimmy Choo Bon Bon
A flashy mirror bag from Jimmy Choo.
Zimmermann Goldentime
And this statement piece from Zimmermann.