The Top 10 It Bag Index of 2025

While fashion media often labels every new release an “It Bag,” true status is determined by a combination of market performance, cultural endurance, and genuine consumer desire. This report ranks the top 10 bags of 2025 using a methodology that filters out temporary PR hype to identify the pieces that actually defined the year 2025.

The “It Bag” Index

To determine the true ranking, we used a weighted scoring system across three core pillars:

To determine the ranking, we used a weighted scoring system: Consumer Sentiment (40%) from resale premiums on StockX and Vestiaire Collective, search volume via Lyst, and r/handbags wishlist frequency; Online Discourse (30%) tracking organic TikTok and Reddit mentions, unboxing videos, and investment debates; and Cultural Relevance (30%) assessing street style visibility, unpaid celebrity adoption, and long-term “New Classic” potential.

Top 10 It Bags of 2025

1. The Row – Margaux

The Margaux is the undisputed “It Bag” of 2025. Often referred to in online discourse as the “New Birkin,” it has transcended trend status to become a generational icon. Its success is driven by the “Quiet Luxury” movement and a genuine scarcity that has fueled a massive resale market. Unlike other bags, the Margaux’s sentiment is rooted in its utility and timelessness rather than flashy logos.

2. Miu Miu – Arcadie

If the Margaux is the “serious” bag of the year, the Arcadie is the “fun” one. Miu Miu dominated 2025 by tapping into the “bag charm” and “personalized luxury” trend. The Arcadie, particularly in its suede iterations, became the most seen bag on TikTok, with users showing how they “mess up” their luxury bags with trinkets, a trend Miu Miu pioneered on the runway.

3. Coach – Empire Carryall

The Empire Carryall represents the most significant “It Bag” moment for a contemporary brand in years. By offering a silhouette that rivals $4,000 luxury totes at a fraction of the price, Coach captured the “Scrimp and Splurge” consumer of 2025. It went viral for its “Brooklyn cool” aesthetic and has been praised in enthusiast communities for its exceptional leather quality.

4. Alaïa – Le Teckel

The Le Teckel (The Dachshund) became the silhouette of the year. Its elongated, horizontal shape was a departure from the oversized totes of 2024, making it an instant favorite for fashion forward consumers. Its “viral” status was cemented on TikTok, where its unique proportions made it a centerpiece for “Outfit of the Day” (OOTD) content.

5. Bottega Veneta – Andiamo

The Andiamo continued its reign in 2025, proving that Bottega Veneta’s Intrecciato weave remains the ultimate symbol of “if you know, you know” luxury. It scored high on cultural relevance due to its constant presence on celebrities like Jacob Elordi and Kendall Jenner, who often carry it in an organic, unstyled manner that resonates with modern consumers.

6. Loewe – Squeeze Bag

Squeeze bag, reflecting its strong traction among fashion insiders and creative consumers. The Squeeze aligned with handbag trend coverage that highlighted sculptural, art driven forms as one of the key directions for Spring/Summer 2025.

7. Saint Laurent – Gaby Vanity

The Gaby Vanity reinforces Saint Laurent’s authority in compact, structured silhouettes. A separate sales analysis showed Saint Laurent handbags generating around $8.55 million in revenue from January to September 2025, led overall by the Cassandre Envelope Chain Wallet, with the vanity family shape riding the same demand for boxy, evening ready designs.

8. Savette – Slim Symmetry

Slim Symmetry by Savette is the only independent “new guard” label in the RB top 10. Editorial reports describe the Symmetry line, including the Slim Symmetry as a must have among editors, aligning it with 2025’s broader quiet-luxury and geometry focused trend.

9. Ferragamo – Hug Bag

The Hug Bag signals the success of Ferragamo’s brand refresh under its newer creative direction. Street style and runway coverage frequently highlighted the Hug Bag’s wrapped front strap and curved body as emblematic of the label’s modernized, minimalist take on heritage codes for 2025.

10. Prada – Buckle Bag

A revenue survey of luxury handbag styles showed Prada’s best performing bag for January to  September 2025 was the Bonnie medium leather handbag, Black, which brought in around $8.82 million, while the Buckle rode the same appetite for early 2000s inspired hardware and shapes that defined many of Prada’s fashion collections.

Brand Performance: Who Won 2025?

While many brands had one off hits, Miu Miu and The Row were the clear winners of the year, consistently appearing at the top of the Lyst Index and dominating social media conversations. Coach also deserves a special mention for successfully repositioning itself as a “cool” brand that can compete for “It Bag” status alongside heritage luxury houses.