Multiple Stylish Women Are Carrying Prada's New It Bag, Dada

(Image credit: @rubylyn_/ @_jeanettemadsen_/ @fakerstrom)

I’m known as a bag lady among my family and friends because I always have at least two bags on my person at all times. One fun, the other practical—usually a capacious tote to house bigger essentials like an umbrella, with enough space for a spot of impromptu shopping. So I follow emerging It bags with interest, ready to make switches and invest in the replacements I think are worth it. On one side of the most-wanted tote bag spectrum is the cult Trader Joe tote (IYKYK), which I already have, and on the other, designer side, according to my fellow Who What Wear UK editors and social feeds, is the Prada Dada bag.

Alexa Chung takes a mirror selfie wearing the Prada Dada bag in grey with a grey blazer and white jeans.

First spotted swinging by its skinny straps down the Autumn/Winter 2025 runway, the Prada Dada has managed to challenge the monopoly that DeMellier’s Stockholm bag, The Row’s Margaux and Marlo bags, and Hermes’ Birkin bag have as the trophy luxury totes to track down (or get on the waiting list for). While these refined designer bags all share impeccable craftspersonship and discrete logos that make them timeless and seasonless, the Dada deviates from clean lines and rigid boxy structures with a soft, dumpling-like shape. Which would be charmingly subversive and so very Prada even without the narrow cinched belt detailing to harness the volume formed by the elegant folds. Or the aforementioned straps that allow the bag to be carried over the shoulder or be neatly tucked in altogether to create a conversation-starting clutch.

Ruby Lyn is photographed sitting with the Prada Dada bag in beige beside her wearing a leather jacket.

Felicia Akerstrom is photographed walking beside a river carrying the Prada Dada bag in pink wearing a dark jacket and skirt with Prada Antique pumps.

Miuccia Prada is renowned for her ability to reset fashion’s agenda, to cleverly straddle the lines between good and bad taste, and the Prada Dada bag is no exception. Elsewhere, totes are expanding and oversized but the Dada has shrunk, comparatively, so it’s not too big or too small, making it the perfect size for everyday wear. Though it comes in only one size, small, it’s still spacious enough not to look bulky when full. As for colourways, there are many: early adopters, including Alexa Chung and Elsa Hosk, embraced the granite gray colour and teamed theirs with eye-catching jackets and unexpectedly complementary colours, tapping into a bigger AW25 neutral trend.

However, the classic black, sand beige, ivory, powder pink and white editions each have their fans and, judging by the way influencers are currently styling them, the polish the Prada Dada bag can add to a daytime look is unmatched. On top of that, it’s the sophisticated plus-one you can rely on for any occasion. We’ve lined up all the colours below so you can scroll through and take your pick.