Move aside Hermes, Chanel and Prada – because this season’s must-have bag is the humble tote.
Although these branded shopping bags typically cost under a tenner, that doesn’t mean there isn’t a hierarchy among fashion fans.
Earlier this month, one London-based Reddit user questioned if their tote bag from Daunt Books – a famous bookstore in Marylebone – was still trendy.
The anonymous fashion fan wrote: ‘After a decade at the top, Daunt Books seems to no longer be the ‘it bag’ of the middle class commuter who wants to show off that they think. What’s it been replaced with, though?’
The bag which was once ubiquitous in the capital, seems to be replaced with others – with fans going to bakeries and supermarkets to get their carrier bag.
The question sparked fierce debate in the forum – with some arguing that the New Yorker’s branded bags still reigned supreme while others claimed a hipster bakery bag was now on top.
Earlier this month, a London-based Reddit user questioned if the Daunt Books bag was still the coolest tote to own
One argued: ‘The free New Yorker tote bag and the Trader Joe’s tote bag!’
Another added: ‘Shakespeare Companys tote bag, cos [sic] it proves you’re cultured and have been to Paris.’
Meanwhile, a third replied: ‘What about the one from Taylor Swift’s Eras Tour shows? That’s been very prominent this year.’
As the debate continues to rage on online, brand expert Nick Ede tells FEMAIL what your tote bag of choice really says about you.
The expert said: ‘The combination of practicality, style and environmental and cultural awareness has made them a must have fashion accessory.’
The New Yorker Tote
Pictured: the New Yorker tote bag that readers get for free when they sign up for a magazine subscription
Readers of New Yorker magazine famously receive a free tote bag when they sign up for a subscription – and according to Nick, it’s a surefire way for wearers to show off how cultured they are.
He said: ‘Who needs a Birkin when you have a New Yorker tote? This tote bag is, consciously or unconsciously, a sign of cultural currency.
‘Reading the New Yorker implies that you are someone with rarefied knowledge, cultural awareness and refinement of taste.
‘So wearing the tote bag allows one to subtly broadcast ones knowledge or everything that’s important culturally.’
Lulu Guinness x Waitrose Tote
This year, Waitrose has seen huge success for their Lulu Guinness collaboration (pictured), which is proving popular with middle class mothers
They famously partnered up with Anya Hindmarch on th e ‘Universal’ tote in 2021 – but this year, Waitrose has seen huge success for their Lulu Guinness collaboration.
Nick said: ‘The ‘designer’ collab is a win win for the brand and the designer as its all about visibility.
‘With the Lulu Guinness and Waitrose bag, its hit a sweetspot with shoppers and influencers alike who want to get their hands on this oversized bag with lovely quality interior and pockets. Its quite a statement and is bold in its design.’
However, the expert says that shoppers who are drawn to this bag aren’t slaves to fashion.
He continued: ‘It doesn’t smack discerning or stylish rather that you are buying something you have been told is stylish!
‘Lulu Guiness has a massive fan base and this will appeal to middle class middle aged women looking to brighten up their daily shop with a hint of red!’
Trader Joe’s Tote
Pictured: a used Trader Joe’s tote bag, which is currently being sold on Depop. The grocery store chain doesn’t exist outside the US
Trader Joe’s might not have a single branch outside of the US – but tote bags from the premium grocery store are becoming an increasingly sight in the UK.
The brand expert explained: ‘TikTok made this a must have bag and one that everyone had to have even if they didn’t know what or who Traders Joe’s is!
‘It shows that you are a keen trendsetter and someone who uses social media to gain your knowledge unlike those who buy the New Yorker tote.
‘It’s the kind of bag you buy one in every colour for which means you’re a collector who knows that youll be the talk of your friends with you tote.
‘With a simple design and cool colourways it’s a bag that is ageless and once again shows that the wearing is in touch with its cultural significance.’
Mubi Tote
Pictured: the blue Mubi tote bags that are produced by the London-based film production company
Part streaming service, part production company, Mubi is a brand to know among film fans – which is why their tote bags are sky-rocketing in popularity of late.
Analysing the uptick in blue Mubi totes, Nick said: ‘This shows that you are serious about your cinema those with a Mubi tote bag are part of the most exclusive club in town.
‘It’s a must for cinephiles who read existential poetry who dismiss Marvel as crime against movies and wallow in films by Lars Von Trier.
‘It’s a very cool status to have a Mubi bag and one those in the know know how to get one.’
Daunt Books
Brand expert Nick Ede said of these totes: ‘If you are seen with a Daunt Books tote you are part of the literati that includes Elizabeth Olsen , Helena Bonham Carter and many others’
According to the London-based Reddit user, Daunt Books totes have been the must-have bag for the past 10 years – and Nick Ede says they’re still a ‘upper middle class status symbol’.
The expert said: ‘If you are seen with a Daunt Books tote you are part of the literati that includes Elizabeth Olsen, Helena Bonham Carter and many others.
‘Its an upper middle class status symbol that shows youre an opera goer and have a season ticket at Glyndebourne.
‘It speaks volumes about the wearer that they buy books and are environmentally friendly, they love travel and they have an understated wealth.
‘It’s a cool badge of honour and even if you don’t read books, it gives the impression you are one of the elite who have actually read the complete works of Shakespeare.’
Hipster Bakery Tote
Pictured: a Jolene bakery tote bag. The small bakery is is proving popular among millennials and Gen Z, according to the brand expert
Along with the rise of hipster bakeries has come the rise of hipster bakery tote bags in recent years.
Jolene – a small business in Newington Green – is proving popular among fashion-conscious millennials and Gen Z, according to the expert.
Nick said: ‘The Jolene bag letters were drawn by a 6 year old and have become one of the coolest fashion items around.
‘With the rise and rise of bakeries in hipster areas, like Brooklyn in New York and Shoreditch in London, having a bag branded with their name is the ultimate in endorsement.
‘It’s cool, stylish, on trend and environmentally conscious… and it shows you don’t mind a carb or two as well!’
Taylor Swift Eras Tour Tote
Pictured: a Taylor Swift Eras Tour tote bag, which is currently being sold second-hand on Depop
Taylor Swift’s Eras Tour may have left Europe last month – but the star’s merch is still being sported by fans across the country.
The brand expert said: ‘This iconic bag is a badge of honour for many – it invited you into a tribe of Swifties who when spotting your bag will know exactly where you were this summer and they’ll probably look out for friendship bracelets all up your arms too.
‘Or it means you didn’t and your friend felt sorry for you and all you got was a Taylor Swift bag!
‘Either way it’s a status symbol for a very special moment in time that many wont forget.’
Notting Hill Shopping Tote
Nick Ede said of this tote: ‘This bag shows you are super stylish with a hint of a knowing look – a bag that has been 15 years old and still on trend is a brilliant achievement’
Notting Hill continues to be one of the most touristy spots of London – but Nick Ede says the branded shopping bags tend to be reserved for the most knowledgable of city dwellers.
The expert said: ‘This bag shows you are super stylish with a hint of a knowing look – a bag that has been 15 years old and still on trend is a brilliant achievement.
‘Whether your there for the carnival, off to the market or a secret Hugh Grant fan this bag says you’ve been to London, you love London and you know your London.’
