The influence of our algorithms is likely directing us to new trends circulating freely in our feeds. Recently, we’ve repeatedly come across a very specific design: square, with a top handle, and a zipper - essentially, a makeup pouch that seems like it was just taken from the kits of professional makeup artists.
This precise shape of handbag appears frequently on notable fashion figures, in casual street style outside high-end fashion shows, and with social media influencers who immerse themselves in this cute trend. We might not be eager to dodge it, but even if we were, it’s doubtful we could.
Among the first sightings under the glare of paparazzi cameras was Gigi Hadid, diligently carrying the extra-large model by Loro Piana (approximately €2,300). Our senses began to tingle then, and again with Sofia Richie during her honeymoon (and other occasions), actress Jenna Ortega (with Dior's printed version at the French brand's latest show), Katie Holmes, fashionista Leonie Hanne, Elle Fanning (with Bottega's mini version), and other Hollywood stars and fashion icons.
Gradually and steadily, this square bag is outlasting all competing temporary trends. The popular style has recently captivated customers seeking the rising trend, and our feeds confirm it—especially when personalities around Manhattan try to explain to their followers why the seemingly simple shape of this bag deserves so much attention.
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What makes the "makeup pouch" bag so special? Firstly, they are simply beautiful. It’s easy to see that these designs typically feature clean lines, elegant styling, and a quality leather look—they blend seamlessly with almost any outfit. Secondly, they are practical. With enough room for all essentials, thanks to padded internal compartments, they can hold makeup, a phone, keys, and a compact wallet.
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Brands like Saint Laurent, Prada, Dior, Chanel, Louis Vuitton, and Bottega Veneta all sell their unique versions, some for style purposes and others for the practicality we mentioned. The rectangular "box" shape makes the bag highly versatile, often including a detachable shoulder strap, allowing it to be carried by hand like a clutch or on the shoulder as a side bag, giving it a sturdy and stable feel. Suffice it to say, every top-tier "it girl" currently sports the "makeup" bag in the most elegant way possible, with great options for pairing with various outfits—dresses, denim, T-shirts, or any upcoming event.
